An udon commercial in Japan recently came under fire for what some called excessive sexualization of women. However, it also drew an equally worse accusation: that it was created using Generative AI. In a new tweet, the commercial’s creative team vociferously denies the charge – and tells social media users to lay off its staff.
The commercial is a 33-second spot for instant noodle product Maruchan Akai Kitsune Udon. In it, a young woman eats udon in her apartment in what some have described as an…overly sensual manner. (We’ll let you decide for yourself.) The spot stands in contrast to the much tamer version featuring a young male office worker.
Besides the subject matter, some users flagged anomalies in the animation itself. Some of the critiques included a set of missing table legs, a chair that seemed to have only a back, and ill-rendered hands. The apparent mistakes led some to speculate that the agency that made the commercial used GenAI.
GenAI uses neural networks and predictive models to create text, images, and videos that emulate similar works created by humans. These engines, trained on video and artwork stolen from actual human artists without compensation, can sometimes produce life-like video images. For the most part, however, they churn out obviously computer-generated slop with glaring anomalies.
“We can’t sit back”
The video’s creators have come out swinging against that accusation. CHOCOLATE Inc., the creative brand agency that made the spot for Maruchan, posted a message to its official X account responding to the accusations.
In the post, CHOCOLATE says, “This product was created solely by hand by pro animators and creators and did not employ any Generative AI.” The statement also makes clear that it worked closely with its client on the content of the piece.
CHOCOLATE further says it has “a duty to protect everyone involved in the production” of the commercial. “We cannot sit back as people spread misinformation, slander those involved with the production, and blatantly ruin the good name of the individuals involved.” It called on people to stop abusing its staff online and “spreading misinformation.”
Commenters on Yahoo! News JP lauded the company for standing up for its creators. “The commercial may not be to everyone’s liking,” one user writes. “But lobbing slanderous comments at the character designer online feels like a bridge too far.”
Japan, like other countries, continues to wrestle with the ongoing problem of online abuse and hate. Many businesses are removing employee’s names from office name tags to reduce online harassment by customers. In one infamous case, pro wrestler Kimura Hana took her own life after suffering egregious abuse online.
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