{"id":9583,"date":"2025-10-30T01:50:21","date_gmt":"2025-10-30T05:50:21","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/2025\/10\/30\/we-dont-want-to-live-in-a-world-with-three-boobs-six-fingers-and-zero-ideas\/"},"modified":"2025-11-04T07:30:45","modified_gmt":"2025-11-04T12:30:45","slug":"we-dont-want-to-live-in-a-world-with-three-boobs-six-fingers-and-zero-ideas","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/we-dont-want-to-live-in-a-world-with-three-boobs-six-fingers-and-zero-ideas\/9583\/","title":{"rendered":"We Don\u2019t Want to Live in a World With Three Boobs, Six Fingers and Zero Ideas"},"content":{"rendered":"<h1 class=\"wp-block-heading\"><em>Good news: as the internet gets filled with more AI crap, those who use it with beautiful craft and surprising ideas will stand out even more.<\/em><\/h1>\n<p class=\"wp-block-paragraph\"><em>By <\/em><a href=\"https:\/\/www.linkedin.com\/in\/bob-winter-7244865\/\"><em>Bob Winter<\/em><\/a><em>, CCO of Supergood<\/em><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Your nephew can definitely make a car ad today. It can have any scene he can dream up. Things that would normally be ridiculous to even propose: a flying car, a flying car with wings, a flying car with wings fighting a dragon in space. It\u2019s all possible, and all pretty simple to create quickly with all of the AI platforms available. But\u2026will it be any good? Does anyone actually care anymore?<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">The answers? Probably not, and for God\u2019s sake hopefully. Unless we\u2019re willing to put in what it really takes to make something worth caring about. AI might have changed the tools, but it didn&#8217;t change the rules. We still need three things to make work that matters.<\/p>\n\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Tools are Easy. Talent Isn&rsquo;t.<\/strong><\/h2>\n<p class=\"wp-block-paragraph\">The machine age is allowing anyone to be a maker. But it\u2019s also allowing anyone to just skip right over all the hard work that makes making worthwhile. As Steven Spielberg once said, &#8220;I&#8217;m not worried about the fact that everyone has a camera. A camera is just a tool. It takes talent to make a movie.\u201d So talent and ideas will become more important than ever. So will putting in the time and energy to really make the work \u2018work.\u2019<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Take the time to really understand your audience and how the product or service can fit into their lives. It really matters if we want to use AI to make impactful work.<\/p>\n\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Craft in the Age of AI<\/strong><\/h2>\n<p class=\"wp-block-paragraph\">Craft is super important. We can\u2019t compromise here (see three boobs, six fingers). This is requiring us creatives to build some new muscles. Everyone says prompting is the new \u2018it\u2019 skill. What that really means is developing a new skill in the name of craft. We have to work with AI in a way that is collaborative, specific and thoughtful. It\u2019s frustrating sometimes. Maybe all the time. Because you don\u2019t always get what you\u2019re looking for. A lot of it is trial and error, rethinking the way you are asking for things until you get what you want. But sometimes a happy accident occurs, and you get something different than you expected, but wonderful. It can even open you up to a whole new idea, or sometimes even better than your original one.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Be relentless in your vision and in your drive to get the machines to create \u201cit\u201d the way you see it.<\/p>\n\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Make Quality Work People Actually Enjoy<\/strong><\/h2>\n<p class=\"wp-block-paragraph\">During the process, we have to use all this new technology in a way that helps us keep doing what we do best. It\u2019s now more important than ever to make sure every word of copy is perfect. Make sure the music brings the emotion we want; the pacing, color, look and feel are all just right. That the moments land.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Human emotion and attention to detail are key to solving problems in surprising ways that will really connect with your audience.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">The awesome quote from Howard Gossage is still true &#8211; especially now: \u201cPeople don\u2019t like ads, they like what interests them. Sometimes it\u2019s an ad.\u201d<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">If we use our new skills and tools, combined with great strategy, surprising ideas and expert craft, maybe we can get better and faster at making\u2026you know, things people are actually interested in.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>If we use our new skills and tools, combined with great strategy, surprising ideas and expert craft, maybe we can get better and faster at making\u2026you know, things people are actually interested in.<\/p>\n","protected":false},"author":7,"featured_media":9584,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","editor_notices":[],"footnotes":""},"categories":[1],"tags":[17],"topics":[2],"class_list":["post-9583","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-ai","topics-editorial"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.0 (Yoast SEO v28.0) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>We Don\u2019t Want to Live in a World With Three Boobs, Six Fingers and Zero Ideas | AW360<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/advertisingweek.com\/aw360\/news\/we-dont-want-to-live-in-a-world-with-three-boobs-six-fingers-and-zero-ideas\/9583\/\" 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