It is always exciting to observe how books and movies seem to become more and more topical over time. One of these cases and at the same time one of my personal favourites is “Bicentennial Man” with the legendary Robin Williams. An android, actually designed as a domestic helper, stands out due to his system-defying behaviour, such as creativity. He takes us along on a search for the question what it actually means to be a human being.
When watching such movies in the context of today’s development it almost seems as if you have already arrived in the future. Chat bots help with service questions in customer support, Alexa is entrusted with the shopping list and a humanoid robot conductor is already appearing in Düsseldorf’s Robert Schuhmann Hall. But robots and androids have not only arrived in day to day life. In advertising campaigns and brand storytelling you encounter more and more “machine people” as protagonists. By highlighting the difference to robots, brands show the most beautiful aspects of being human in an increasingly digitalized world, but also how we have to responsibly deal with our own creation. Here are three campaigns where robots as storytelling heroes showcase how this can be implemented in the world of advertising. They prove that they can safely position themselves in the current discourse around AI and the question of the humanization of robots.