eToro, the trading and investment platform headquartered in Tel Aviv, Israel, has collaborated with Google to launch one of the first television and YouTube advertising campaigns created entirely using Veo 2, Google DeepMind’s advanced video generation technology.
The partnership represents a notable development in the use of generative AI for large-scale brand storytelling.
Veo 2, recently made available to the public, is capable of producing cinematic-quality video based on text and visual prompts.
The technology uses artificial intelligence to simulate real-world physics and generate human-like expressions and performances. eToro’s campaign is among the first in the advertising industry to be produced entirely using this tool.
Working alongside eToro’s marketing and creative team was AI video specialist László Gaál, recognised for his work in AI-generated media.
His involvement brought together creative direction and technical skill, helping translate eToro’s ideas into two 30-second videos.
Yannay Politi, Vice President of Brand Marketing at eToro, said:
“Innovation is in eToro’s DNA, not only in how we build our product, but in how we bring our brand to life. With this campaign, we’ve fully embraced the power of generative AI to tell our story in a bold and dynamic way. Veo 2 proved to be the perfect fit for eToro’s brand strategy, offering a next-level solution to produce compelling localised videos, providing realistic motion and high-quality output at a remarkable speed.
The campaign was initially developed with a focus on the Italian market, in collaboration with the agency Marketing Arena. A survey by ACRI found that 28% of Italians under the age of 44 primarily save for travel and leisure, and 20% for purchasing durable goods.
Only 10% reported saving to build long-term wealth. In response to these findings, the AI-generated advertisements highlight moments such as driving through Tuscany in a sports car or hosting a wedding on Lake Como, echoing common lifestyle aspirations.
The campaign is currently live in Italy across a range of platforms, including YouTube, television, connected TV and outdoor media. eToro has plans to roll out the campaign in other markets in the near future.
Featured image credit: edited from freepik & Google DeepMind
