Automyčka Express, operating in the Czech and Slovak markets for two decades, is launching a new communication campaign called “Park Cleverly” to mark its anniversary. The project is unique primarily for its technological execution. The commercial was created entirely using generative artificial intelligence (AI), which allowed famous personalities to be featured in the visual without their physical presence on set.
The creative concept was prepared by the agency RUNWAY entertainment, which took over the brand's marketing communication in June this year. According to Roman Buťa, creative director and producer at RUNWAY entertainment, this approach represents an effective alternative to costly productions.
“We have proof that AI is not just a vain attempt to save HR and production costs, but, in combination with professionals, a unique tool that enables productionally complex and even impossible things. It saves millions,”
states Buťa, adding that AI eliminated the need to find dates for actors, costs for filming days, or logistics in locations.
The campaign uses faces from the Miss Czech Republic project and focuses on educating customers about efficient time management. Instead of explaining the essence of the service, which the brand has defined through 2 million washed cars in its 20 years of existence, it now focuses on the benefit of convenience.
“We no longer need to explain what we are. Now we want to talk more about why it's smart to give your car regular care with us,”
explains Richard Kettner, CEO of Automyčka Express. The idea is that customers use their shopping time for a professional car wash, thereby gaining free parking.
The “fully AI produced” technological solution includes not only digital doubles of real personalities but also demanding visual effects, such as a flying car, which would require high budgets in real production. The campaign will launch on June 15 and will appear on radio broadcasts, outdoor advertising, and in the digital environment, including social media. Automyčka Express currently operates a network of branches in nearly 30 shopping centers within the Czech Republic and Slovakia.