Vodafone has released a new AI-generated commercial titled “The Rhythm of Life,” directed by Sebastian Strasser and produced by Lipstick. The brand film is positioned as one of the first large-scale campaigns created entirely with generative AI technology.

The commercial follows a sequence of life stages, from a baby in the womb to old age, set to a reimagined version of the 1990s hit “Rhythm of the Night.” It concludes with Vodafone’s brand message, “Together We Can.” While the creative concept and narrative framework were developed by humans, all visual elements, characters, and animations were generated using AI tools.

According to the production team, AI enabled rapid scene creation, efficient iteration, and faster turnaround times compared to traditional workflows. The film presents cinematic sequences and lifelike characters that aim to avoid the typical artificial look often associated with AI-generated content.

The campaign has sparked industry debate. Some observers see it as a milestone in AI-driven advertising production, while others view it as a technology-led showcase rather than a bold creative statement. Questions around the impact on creative jobs and diversity in production have also emerged.

The project underlines how generative AI is moving from experimentation into mainstream brand communication.