The Friday Vietnam’s new Xmen For Boss Deodorant spot demonstrates the danger of A.I

The single most humiliating danger of A.I is revealed in this spot created by The Friday Vietnam for Xmen For Boss Deodorant.

The ad features a futuristic robotic laboratory where a scientist-boss is working on his latest invention – an artificial intelligence named AMY, who possesses all five human senses. AMY’s most significant moment occurs when she scans her boss and fearlessly addresses his prominent issue – underarm odor.

The situation is intensified when an awkward silence fills the room, as there are not only the boss and AMY A.I in the room, but his secretary. This moment is the final straw that sends the AMY to suggest an ultimate solution for the boss’ predicament – using Xmen For Boss Roll-on Deodorant.

Khoa Pham, Creative Director at The Friday, said: “We were tasked with tackling one of the most challenging conversations on earth: breaking the news about someone’s underarm odor. And who could be better suited to handle this sensitive matter than an AI with no emotional attachment?”

“Using A.I to address underarm odor is a clever approach that effectively addresses the sensitivity surrounding the issue,” said Bach Tran, Marketing Director at Marico Vietnam. “Also, the futuristic context and the humorous use of A.I serve as brilliant representations of Xmen For Boss brand.”

The campaign was launched with a 30-second spot, followed by digital engagement on Facebook and TikTok. Through these platforms, AMY assists consumers in generating short-video speeches to address underarm odor in various styles, such as professional, rap, poem, and more.

Credits
Client: XMEN Vietnam
Creative Agency: The Friday
Creative Director: Khoa Pham
Art Director: Mai Tran
Copywriter: Trang Nguyen, Hà Hà
Designer: Hy Vox
Managing Director: Tram Le
Sr. Account Manager: Phong Nguyen
Account Manager: Nhi Bong
Account Executive: Thao Ho
Production house: DABE
Executive Producer: Ngoc Ho
Director: Hy Phan