Michael Luo announced via social media that an "one-shotted" Adidas advertisement had been created using Veo 3, Google DeepMind's advanced artificial intelligence video generation model. The tweet, posted on July 22, 2025, highlighted the model's capability to produce a continuous, single-take video, marking a significant step in AI-driven content creation. Luo stated, "> Another one-shotted @adidas ad created with Veo 3." This demonstration underscores the evolving landscape of digital advertising and the increasing sophistication of generative AI tools.
Veo 3, developed by Google DeepMind, was officially released in May 2025, offering groundbreaking capabilities in video and audio generation. The model can translate text and image prompts into high-quality, 4K resolution videos, complete with synchronized sound effects, ambient noises, and even dialogue. This integration of native audio sets Veo 3 apart from some competitors, aiming to move AI video generation beyond the "silent era," as described by Google DeepMind CEO Demis Hassabis.
The creation of a "one-shotted" advertisement using AI is a notable technical achievement, showcasing Veo 3's enhanced control over consistency, motion, and camera movements. This capability allows creators to produce complex scenes with a single, unbroken take, previously a labor-intensive process in traditional filmmaking. The rapid generation of such content significantly reduces production time and costs, making advanced visual storytelling more accessible for various marketing and creative endeavors.
The emergence of tools like Veo 3 is rapidly transforming the advertising industry, enabling brands and creators to experiment with innovative and highly realistic visual content. While the specific Adidas ad demonstrated by Luo appears to be a showcase of the technology rather than an official campaign, it exemplifies the potential for AI to streamline content creation. Veo 3 is available through Google's AI Pro and Ultra subscription plans, as well as on Vertex AI for enterprise users, indicating its readiness for broader adoption in professional contexts.
As AI video generation continues to advance, it prompts discussions about the future of creative industries, intellectual property, and the distinction between human-made and AI-generated content. The ability of models like Veo 3 to produce cinematic-quality visuals and integrated audio signals a new era for digital media. This ongoing evolution is set to redefine production workflows and creative possibilities across advertising, entertainment, and beyond.