In a context where consumers are increasingly demanding of advertising content, and brands are constantly seeking new, personalized, and more impactful communication methods to grab attention amidst thousands of messages every day, the emergence and rapid development of technologies such as artificial intelligence (AI), augmented reality (XR), augmented reality (AR), and CGI has become a crucial catalyst, completely transforming the way advertising videos are produced, especially TV commercials – a content genre once considered "traditional" but now being reborn in a more digitized and immersive form than ever before. Let's find out right now! Newday Media in this article.

TV commercials – a content genre once considered "traditional" – are now being reborn in a digital form.

AI – A powerful right-hand tool for content creation and post-production.

Artificial intelligence (AI) is increasingly playing a central role in video and TV commercial production as it can process large volumes of data, learn viewer preferences, and suggest or create relevant content in a short amount of time. From the ideation stage, AI can assist in creating intelligent advertising scripts based on user behavior data, to the process of creating images, simulating motion, or even creating complete videos from text thanks to platforms like Runway Gen-2, Pika, or Sora.

Furthermore, in post-production, AI automates a wide range of tasks such as color correction, background removal, motion effects, and even creating highlight videos or identifying impactful scenes to optimize communication effectiveness. Thanks to AI, creative teams can shorten production timelines from weeks to just hours while maintaining high aesthetic quality and personalization in every frame.

AI has become a powerful tool in TV commercial production (Illustrative image).

XR – Reshaping visual space and storytelling experiences.

Extended reality (XR) is a combination of VR (virtual reality), AR (augmented reality), and MR (mixed reality), and in the field of TV commercial production, XR has opened a new chapter for storytelling by allowing filmmakers to create rich, flexible, and emotionally resonant simulated worlds without the need for expensive real-world set construction. With XR technology, spectacular scenes in TV commercials can be created using 3D models combined with real-world movement in a virtual studio, thereby minimizing risks and optimizing logistical costs while maintaining visual impact.

Furthermore, XR allows directors to easily control space, lighting, and movement precisely according to the pre-written script, thereby saving filming time and minimizing technical errors commonly encountered in real-life settings.

AR – Connecting viewers with products through interactive experiences.

Unlike XR, which focuses on creating immersive virtual spaces, AR concentrates on bringing virtual elements into the real world so viewers can interact directly with the product, thereby increasing engagement and brand recall. In TV commercial production, AR is integrated as an extension of the experience, allowing viewers to use their phones to "scan" images in the video and instantly access features such as trying on clothes, rotating products in 3D, or viewing technical specifications. This is especially significant in the context of TV commercials no longer being one-time, confined content but expanding to digital platforms such as social media, e-commerce apps, or landing pages that integrate AR technology to increase conversion rates.

When technology transforms TV commercials into experiential journeys.

A prime example of applying technology to TV commercial production is Nike with “You Can't Stop Us”, This sports brand has applied AI in video editing to process over 4,000 hours of raw footage, selecting synchronized motion scenes and seamlessly combining them to create a visual effect that makes it seem as if the people in the two frames are working together. This "match-cut AI" technique not only significantly saves editing time but also creates a visually impactful effect.

Although XR or AR weren't used directly in the TV commercial's main content, the campaign expanded digitally through AR experiences on Instagram, where fans could "create their own versions" of the video with their own faces and movements – bridging the gap between viewers and the characters in the advertisement.

A groundbreaking example Other sources include Netflix and the series' promotional campaign. “"Stranger Things"”, The company not only launched a TV commercial with high-end cinematic effects but also incorporated AR to create a "reverse world" experience through the phone camera. Viewers can open the app and transform their surroundings into a room from the film – with 3D elements moving in sync with the real environment. This campaign clearly demonstrates the potential of using TV commercials as a "gateway" to lead viewers into a multi-layered content ecosystem, simultaneously promoting the brand and building a deep emotional connection with it.

Experience the transformative power of AR technology with "Stranger Things".“

Newday Media also applied modern CGI technology to create it. Video introducing the logo for 50 years of tourism in Ho Chi Minh City. Impressive. The logo's vibrant imagery, subtly present in every street corner, has brought a fresh and exciting feeling to viewers. The combination of technology and creativity has resulted in a distinctive, attractive, and emotionally resonant communication product.

TV commercials in the digital age: Conveying emotions – connecting experiences.

From the examples above, it can be seen that, TV commercial Now, what was once just a simple advertising video is being transformed into a highly interactive technological product, where viewers not only watch but also participate, experience, and become part of the story the brand wants to tell. AI accelerates and personalizes content, XR expands visual capabilities and context, and AR bridges the gap between content and user action. In a world where customer attention is increasingly valuable, integrating these technologies is key for brands to create a lasting impression in consumers' minds.

If you are a business, brand, or creative agency looking for a groundbreaking direction for your next video campaign or TV commercial, Newday Media We are pleased to accompany you. We are entering an era of intelligent interactive video, where technology not only supports production but also engages with viewers' emotions and experiences.