Delek Israel Marks 75 Years With AI-Enhanced Music Campaign
Translated & summarized from Ice by baba
Delek Israel is celebrating 75 years of operation with a new advertising campaign featuring the song "Derech" by singer מוש בן ארי and AI technology. The campaign visually traces the company's history from 1951 to the present, including scenes from the 1970s and 1980s. Developed by the GO agency, the effort aimed to emotionally connect with Israelis by reflecting on their shared experiences with the brand over the decades. The campaign faced challenges in historical reconstruction and integrating live-action with AI-generated elements.
The story in 6 lines · by baba
- Delek Israel is celebrating 75 years of operation with a new AI-enhanced musical campaign.
- The campaign features the song "Derech" by singer מוש בן ארי.
- It visually depicts the company's history from 1951 through various decades.
- Artificial intelligence was used to generate historical backgrounds for the advertisement.
- The GO advertising agency developed the campaign, facing creative challenges.
- The campaign aimed to evoke nostalgia and connect with Israelis' personal histories.
Delek Israel, one of the country's oldest fuel companies, is celebrating 75 years of operation with a new musical advertising campaign. The company's roots in the Israeli fuel sector date back to 1951, when the first fuel marketing company was established in Israel. Delek Israel is involved in the marketing and distribution of fuel products, operating refueling stations, and managing convenience stores.
The celebratory campaign features the song "Derech" by singer מוש בן ארי and utilizes artificial intelligence technology. The advertisement takes viewers through different historical periods of the company, highlighting years such as 1951 and 1973, and includes a scene depicting a family at a Delek station in the 1980s. The campaign also showcases diverse drivers, both young and old, interacting with the stations and convenience stores.
The advertising agency GO developed the campaign. According to the agency, the challenge was to tell the story of a brand that has been intertwined with Israelis' lives for 75 years, reflecting on the evolution of the refueling experience. They aimed for an elegant and emotional approach that would remind Israelis of their own past.
A significant creative challenge involved accurately reconstructing historical periods, stations, and pumps from the 1950s to the present day. This required integrating live-action footage of people and vehicles with AI-generated historical backgrounds. The agency noted that the collaboration with the client, Delek Israel, was smooth, though they did a complete creative overhaul the day before the client presentation to better capture the brand's essence.