PX Mart gets clicks and comments for AI video depicting ghosts
PX Mart gets clicks and comments for AI video depicting ghosts
2026-08-12
AI videos of people? Nothing new. But AI videos of immortal spirits in a Ghost Month commercial for a supermarket chain? Well, for PX Mart it was an original concept that involved a team of real people and nearly 40 actors. While many praised the commercial for its creative use of AI, others criticized it. Some said the video looked uncanny and artificial, with others believing the video combines elements of Ghost Month and Tomb Sweeping Day, which took place four months ago.
- In Taiwanese, train sounds like “heading home.”
Click-clack, click-clack.
We’re off, we’re off.
These ghostly spirits are starting out on an arduous journey that mere mortals cannot see with their eyes, yet a PX Mart commercial that incorporates AI has brought life to what was once invisible.
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Traveling by paper planes, sitting on flying wheelchairs, and riding dolphins, this commercial, with its virtual world and comforting narration, has “heading home” as its theme. Yet many netizens feel that the video is mixing elements of Ghost Month and Tomb Sweeping Day.
Liu Hung-cheng
PX Mart Marketing Dept.
We often talk positively about ghosts, about how some ghosts have no home to return to because they don’t have living descendants to pray for them. But because, in general, Taiwanese, like Buddhists with their incredibly kind hearts, pray for these ghosts, which has turned Taiwan into an island of joy. So, we felt like we could use this way of thinking to help these spirits return to this land, just like as if they were to return home.
The company responsible for making the video used a lot of Generative AI techniques as well as AI visual effects, causing both praise and criticism from the general public. The creative director posted videos on social media that showed the filming process; the post also stated that the project, including the script, was the work of a team of real people and that the actors are real people.
Liu Hung-cheng
PX Mart Marketing Dept.
In terms of the production process, in total we hired around 36 actors, who, with green screen technology, were filmed doing normal scenes, so the make-up, the characters themselves, and even the costumes, it was all real people being filmed. Production costs exceeded NT$4 million, so the video isn’t something that could be done with a typical video production budget.
Starting Aug. 13 and ending Sept. 10 this year, the Ghost Festival is here once again, but some prefer their uncanny experiences to be free from AI.
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#AI #PXMart #ghosts #spirits #realpeople
全聯中元廣告遭疑"AI味太重.混淆習俗" 廣告公司駁斥
2026-08-12
全聯每年中元節推出的廣告，都會引發話題，今年他們則是以"歸途"為主題，透過AI虛實整合來呈現，但被網友質疑，似乎混淆了中元節和清明節習俗，還有不少觀眾看完後認為畫面與人物呈現帶有明顯的「AI感」，意外掀起正反兩極的聲浪。業者也出面回應。
- 回家就好像台語的火車
七洽 七洽
啟程 啟程
好兄弟們翻山越嶺，啟程上路，這一趟大家看不見的旅程，全聯的中元節廣告，結合AI描繪出來。
- 我們的故事
都發生在這裡
搭紙飛機、坐輪椅、騎海豚，虛實整合，再搭配溫柔旁白，勾勒以「回家」為主軸的廣告，但有網友質疑，似乎混淆中元節和清明節。
[[全聯行銷部協理 劉鴻徵]]
“我們常講好兄弟，孤魂野鬼，祂是沒有家可回的，那正是因為台灣人，這些善男信女充滿著善念，祭拜這些好兄弟，讓台灣變成是一個福島，我們就以這樣的心情，讓祂們回到這片土地，就像是祂回到家一樣”
廣告製作公司也因影片中大量運用AI生成與AI視覺效果，掀起正反兩極的聲浪，對此創意長在社群上貼出拍攝現場影片，表示從腳本發想到文案，都是真人團隊完成，而廣告演員也都是真人實拍。
[[全聯行銷部協理 劉鴻徵]]
“製片上來講的話，我們總共動用大概36個演員，透過綠幕的方式，來做一些原始的拍攝，包括化妝，人物造型，還有他的服裝，都是真人實拍的，製片費大概超過4百多萬，也不是一般的製片預算可以製作的”
一年一度中元節，雖然廣告方式有別過往，但同樣成功製造話題。
更多新聞內容，請鎖定：
民視台灣台（152頻道）週一至週五晚上9:30
民視新聞台（53頻道）週二至週六凌晨1:00
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