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Hershey's made its Diwali film entirely with AI
TBWA\Lintas kept the human joke: one couple, one family party, no way to be alone
In partnership with
Hershey's India marked Diwali with a Hershey's Kisses film from TBWA\Lintas, built on the brand's 'Giving Kisses Is Hard' platform. A couple keeps trying to steal a quiet moment at a family party, and the family keeps interrupting.
It runs on YouTube, social and connected TV. LBB credits production to Momomoto Films with director Deepti Nangia, and names no AI tool.
Where AI sat: The film has been created entirely using AI and will be amplified across YouTube, social media and connected TV platforms. — LBB
“But amidst all the festivities, finding a quiet moment with someone special isn't always easy.”
Kamy Devaguptapu, Director of Marketing, India and APAC, Hershey's India
Today in Creative AI
OpenAI launched Images 2.6 on November 4 in ChatGPT, Codex and the API, across all subscription tiers. The new thing for ad people is the GIF: OpenAI's own examples include a brand mascot animated for a campaign and a product shot turned into a loop.
Developers also get image markup and SVG exports. OpenAI says it generates 50% faster and keeps characters and products consistent as you edit, which is OpenAI's claim to prove.
Today’s Sponsor:
The voice-to-text app that built its own speech model
Most dictation apps are a wrapper around someone else's speech model. Wispr Flow trained its own.
It's called Canto, and it was built for the way people actually talk to AI: thinking out loud, changing direction mid-sentence, half-whispering in an open office.
Wispr tested it on 10 hours of real dictations from more than 2,300 speakers. Canto had the lowest word error rate of every model tested, including models from Google, OpenAI, AssemblyAI and Deepgram. That means your prompts to ChatGPT, Claude and Cursor come through the way you said them.
Talk naturally in any app and Wispr Flow types clean, formatted text, 4x faster than typing.
The Read
Hershey's gave AI the whole film and a small story: a couple, a party and a family that won't leave. OpenAI's GIFs are smaller still, a mascot and a loop.
What works here is the line, because it travels: Valentine's Day, then Diwali, on one sentence. LBB prints no result, so judge the idea and not the pipeline.
For brands: Keep a line that can change occasions. It gives you a reason to brief a small film instead of a new idea.
For agencies: When a client says the film is all AI, still credit the director. Somebody chose those takes.
Tool Review → Colossyan
Colossyan turns scripts, PDFs and PowerPoint into presenter-led training videos, in 120+ languages. Starter is free with 20 minutes a month, and Professional is $59 a month on an annual plan.
A festive range has to be sold inside the company first, and a sales team could get the brief in its own language. The honest limit: it's built for training, and Colossyan sells it for onboarding and enablement.
Worth it if your rollouts die in a deck. Skip it if you want ads.
Make this
Try this: loop a brand mascot as a GIF with Images 2.6. The prompt pattern comes from OpenAI's launch post, which credits its examples to OpenArt.
In ChatGPT, ask for a single animation sprite sheet for a looping GIF.
Describe one small action.
Ask for exactly six frames in a 3-column, 2-row grid, every panel the same size.
Fix the camera, character and background, and ban words and logos.
Copy this: Create a single animation sprite sheet for a looping GIF. A chocolate mascot waves. Exactly 6 sequential frames arranged in a precise 3-column by 2-row grid, read left-to-right then top-to-bottom. Every panel has identical dimensions. Fixed camera, same character; sixth frame transitions smoothly toward the first. No words, no logos, no borders, no gutters.
What to expect: OpenAI's post doesn't say how the sheet becomes a file, so check what you get back. On Higgsfield, GPT Image 2.6 has a GIF output: 2 frames at 1024 px up to 64 at 288 px.
