The AI Holiday Ad That Lit Up New Brunswick - And Not In A Good Way
Festive sweaters. A porch lined with twinkling lights. Wine, beer, and a bottle of Jameson. The scene screams holiday cheer - and every person, prop, and frame was generated by AI.
Alcool NB Liquor pushed the spot as a quick, upbeat buy for "extra holiday cheer." For many creatives in New Brunswick, it landed like a gut punch. The message behind the pixels felt simple: cut costs, skip the crew.
"It's one thing to lose a contract to someone better. It's another to lose it to AI."
Filmmaker Pierre-Luc Arseneau worked on last year's NB Liquor Christmas ad with a team of about 20 over two days. When he saw this year's AI version, he said it made him sad - and surprised, given it came from a Crown corporation.
Robert Gray, a film and creative professor who also co-owns a local production company, didn't mince words. He called the ad lazy and unimaginative - a missed chance to showcase New Brunswick talent. He even posted a tongue-in-cheek response, telling the corporation to take down the "AI bullsh-" or they'd party in Nova Scotia instead.
NB Liquor's response - and a pause
A spokesperson for Alcool NB Liquor said they work with agencies that use AI tools and that smaller campaigns are a chance to manage costs with animation or AI. The corporation maintains that AI didn't replace their creative direction; it was an experiment with a different technique.
Luke Randall, the minister responsible for NB Liquor and Cannabis NB, asked the corporation to pause using the video as a paid ad while they discuss AI usage and support for local artists and production companies. The board will decide if the ad fits the mandate, but the message was clear: support for local talent is supposed to matter.
The real issue for creatives
AI is pushing into ad budgets that once paid crews, actors, and editors. Some are embracing it. Others, like Arseneau, want no part of prompt-writing jobs. One silver lining: the spot didn't look great, which made it easy for the public to call out - and it sparked a conversation that needed to happen.
What this means for creatives: play offense
- Sell the delta. Pitch what AI can't capture: real community, authentic faces, local texture, and performance nuance. Show specific micro-moments and outcomes, not vibe.
- Offer hybrid bids. Lead with human production and selectively use AI for storyboards, alt sizes, or light cleanup. Be transparent about where AI saves time without cutting people out.
- Make procurement-friendly packages. Build "local-first" one-day or two-day shoots with clear line items, union compliance, and rights usage. Remove friction for public bodies.
- Add AI clauses to contracts. Cover likeness consent, training restrictions, disclosure, metadata/watermarks, and where synthetic elements (if any) are permitted.
- Prove value with outcomes. Replace soft claims with case studies: lift, sales impact, engagement quality, and brand safety. AI can generate frames; you generate trust and results.
- Build a local roster. Maintain a living directory of New Brunswick actors, crew, locations, and vendors. Make "support local" easy for clients to buy.
- Upskill on your terms. If you choose to use AI, learn directing, quality control, and ethics - not just prompting. Your taste is the product. If you're resisting AI, double down on craft, community, and live-action proof of performance.
What agencies and public bodies should do next
- Disclose synthetic media. Label AI-generated assets in campaign materials and metadata to protect brand trust.
- Go local-first by default. Prioritize bids that use local talent and crews. If AI is used, require clear justification and disclosure.
- Create an ethical review step. Screen for likeness rights, training data concerns, and potential bias or misrepresentation.
- Fund small creative tests. Allocate "pilot" budgets to New Brunswick teams for rapid, high-quality concepts that compete with AI on cost without erasing jobs.
Bottom line
This ad forced a conversation that's been simmering for a while. Budgets are tight. Tools are getting cheaper. But audiences still feel the difference between a generated smile and a real one.
Choose your lane. Reject AI and make undeniable human work. Or integrate it on your terms and protect the people doing the craft. Either way, fight for the creative economy you want to work in.
Resources
- IAB AI Handbook for Marketers - frameworks for responsible AI use in ads.
- Ad Standards (Canada) - codes and guidance for truthful, responsible advertising.
- Complete AI Training: Courses by Job - practical paths to either adopt AI thoughtfully or sharpen your non-AI edge.
Your membership also unlocks:
