Geelys AI Ad A Fathers Day Fail
On Father’s Day, Chinese automotive giant Geely, known for owning brands like Volvo, Polestar, Zeekr, and Lotus, released an AI-generated advertisement on social media that quickly gained attention for all the wrong reasons. The ad was so memorably subpar that it truly needed to be seen to be understood.
A Sweet Story Undermined by AI
The advertisement, though reportedly removed from Instagram where it was initially spotted, ostensibly promoted Geely’s Emgrand sedan. It commenced with the vehicle's first generation, which debuted in 2009. The narrative apparently depicted a father and his young son on a road trip, featuring charming scenes of the son as a co-pilot, the father instructing an older son on fixing a flat tire, and culminating with the son assuming driving duties for his now elderly father. The advertisement’s clear intention was to illustrate the parallel growth of the father, son, and the Emgrand – an admittedly sweet concept. However, the clumsy AI execution introduced a plethora of confusing, unsettling, and frankly hilarious elements. Let’s delve into these shortcomings.
Questionable Casting and Geographic Blunders
One of the most immediate oddities was the choice to feature a Caucasian/American father and son. This casting is peculiar given that the Geely Emgrand has never been marketed in the United States or anywhere near North America, although there were initial plans for UK sales of the first generation. While American expatriates do live in China and other markets where the Emgrand is sold, a scene early in the ad compounded the confusion: the car's navigation system audibly announces, “Keep Right to I-5 North.” This clearly refers to Interstate 5, a major highway on the West Coast of the United States, running through Washington, Oregon, and California.
Outdated AI Quality and Audio Inconsistencies
Adding to the strangeness were the voices of the AI-animated characters, which featured intermittent Chinese accents despite their visual portrayal. Beyond the audio, the quality of the AI generation itself was baffling. With AI image and video technology advancing rapidly each week, Geely’s ad looked strikingly dated, reminiscent of AI capabilities from several years prior, during the technology's nascent stages.
Bizarre Narrative Details and Unanswered Questions
The advertisement was also riddled with peculiar narrative details that left viewers scratching their heads. For instance, what was the mysterious card-like object dangling from the rearview mirror? Why did the car's wheel inexplicably widen when the tire experienced a blowout? In an ironic twist, how did the AI manage to so accurately render the appearance of a specific local regional medical center, a detail many viewers might not even recognize? Was the depiction of a rusty wrench in the later-generation Emgrand meant to symbolize the aging father? And finally, the father appeared to age quite dramatically over what was ostensibly about 16 years (from 2009 to a presumed 2025). These elements raised numerous questions.
A Well-Intentioned Effort Gone Awry
Despite the hilariously cringeworthy execution, the underlying story of the ad was indeed sweet. Credit is due to Geely for attempting to create a tribute to fathers everywhere. Next time, consider working through a few more rounds of prompts, perhaps with tools like DeepSeek. Happy Father's Day!
