Ogilvy Paris Thinks Outside the Frame Using AI to Extend its 25-Year Ad Saga for Nestle's La Laitiere

Sep. 20, 2022

Ogilvy Paris launch the first advertising using AI DALL.E Outpainting feature for the French brand La Laitière and show in this ad how pleasurable it is to take time. Vermeer's painting baptized "The Milkmaid" [La in French] portrays a dairy craftswoman in the middle of preparing a recipe.

The masterpiece crossed centuries... until becoming, at the end of the 90's, the emblematic icon behind the French favorite Nestle yogurts and dessert brand, La Laitiere.

Today, in the age of digital and web 3.0, the brand decides to take the iconic ad saga, created by Ogilvy Paris 25 years ago, into a new dimension. Using DALL.E new Outpainting feature that was demoed by the company a few days before with the painting "Girl with a Pearl Earring" by Johannes Vermeer, the Ogilvy creative team realizes an extended version of ‘The Milkmaid’ by giving art direction in text prompt that the AI then responds to by generating new artwork imagery that’s in-keeping with the original "oil-on-canvas" masterpiece done by the paint brush of Dutch artist, Johannes Vermeer, over 350 years ago.

The extended scene now shows characters absorbed in a sort of suspended “ahh-ness” over the preparation of La Laitiere, telling a broader story of Vermeer's painting outside the frame.

David Raichman, Executive Creative Director, Social & Digital Ogilvy Paris:

"With this 'extended' Laitiere, we are at the very beginning of a revolution for our creative industry. AIs represent an incredible potential that impacts the way we conceive, design, produce and do justice to realize the ideas fullest potential."

 

According to La Laitiere, the suspended scene embodies the brand's new territory and its new signature: C'est si bon de prendre le temps. (It’s so pleasurable to take the time)