Ritual isn’t trying to pass off AI-generated people as the real deal—in fact, they’re leaning into the falseness. The supplement brand’s latest campaign, whipped up by Giant Spoon using Google’s brand-new Veo 3 AI video platform, features avatars who flat-out admit they’re not real. One such pixel-perfect mom cradles her twin babies and informs viewers, “I’m not real,” before a montage of similarly phony parents dive into absurdity (think diaper ball pits) while spouting suspect health clichés.
The intent? To contrast the artificial characters with Ritual’s very real claims: traceable ingredients and research-backed formulas. Rather than rely on realism, the campaign uses hyper-obvious fakery to underscore its honesty—a self-aware move that riffs on authenticity by being unapologetically inauthentic. It’s a calculated commentary on supplement marketing that usually tries to look natural but rarely is.
Giant Spoon produced the entire :45 ad in just 24 hours using Veo 3, showcasing how fast AI video creation is moving from novelty to execution. The spot is a follow-up to the brand’s 2024 “Trace Like a Mother” campaign, which took on obsessive ingredient-checking with tongue firmly in cheek. This year, it’s even more meta: fake moms telling real stories.
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