Tim Godsall of Biscuit Filmworks directed this spot for BBH London promoting the U.K. leg of a global competition in which contestants can vie for a chance to go for a ride on the private Space Expedition Corp. Lynx spacecraft.
The spot opens with firemen responding to the scene where flames are engulfing a large building. A woman is trapped and leans out a window for help. One brave fireman sees her and bolts to her rescue, going past fellow firefighters who try to hold him back.
Inside the building he makes his way through the flames. A staircase collapses mere seconds after he successfully ascended it. Finally he makes it to the woman. Their eyes meet and a romantic attraction is apparent. But no time for that as the fireman whisks her off to safety on a makeshift zip-line.
Post-rescue, things for a moment seem to be heating up between the fireman and the lass as they gaze into each other’s eyes. But that spark is lost as her attention is diverted. The camera reveals what she sees–an astronaut in full spacesuit walking past a fire truck. She immediately runs towards the space traveler, ditching her firefighter savior.
A super appears which reads, “Nothing beats an astronaut.”
An end tag appears promoting the Lynx Space Academy, accompanied by the slogan, “Leave a Man. Come Back A Hero,” and the website address LynxApollo.com.
Lynx is the U.K. equivalent of Axe deodorant and personal care products in the U.S.
AI-Assisted Works Can Get Copyright With Enough Human Creativity, According To U.S. Copyright Office
Artists can copyright works they made with the help of artificial intelligence, according to a new report by the U.S. Copyright Office that could further clear the way for the use of AI tools in Hollywood, the music industry and other creative fields.
The nation's copyright office, which sits in the Library of Congress and is not part of the executive branch, receives about half a million copyright applications per year covering millions of individual works. It has increasingly been asked to register works that are AI-generated.
And while many of those decisions are made on a case-by-case basis, the report issued Wednesday clarifies the office's approach as one based on what the top U.S. copyright official describes as the "centrality of human creativity" in authoring a work that warrants copyright protections.
"Where that creativity is expressed through the use of AI systems, it continues to enjoy protection," said a statement from Register of Copyrights Shira Perlmutter, who directs the office.
An AI-assisted work could be copyrightable if an artist's handiwork is perceptible. A human adapting an AI-generated output with "creative arrangements or modifications" could also make it fall under copyright protections.
The report follows a review that began in 2023 and fielded opinions from thousands of people that ranged from AI developers, to actors and country singers.
It shows the copyright office will continue to reject copyright claims for fully machine-generated content. A person simply prompting a chatbot or AI image generator to produce a work doesn't give that person the ability to copyright that work, according to the report. "Extending protection to material whose expressive elements are determined by a machine ...... Read More