Toys"R"Us made a splash at the 2024 Cannes Lions Festival by creating the first commercial ever made with OpenAI's Sora, a new text-to-video AI tool. Partnering with agency Native Foreign, they leveraged Sora's alpha access to tell the story of founder Charles Lazarus and his vision for the toy store, complete with a dream sequence featuring Geoffrey the Giraffe. Though the commercial itself sparked mixed reactions, it undeniably positioned Toys"R"Us as a leader in using cutting-edge AI for advertising, and you can find it on the Toys"R"Us Studios website.

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