The usual accessory brand ad is elegant and demure. The usual marketplace ad is all about product range and price. L’Ultimo Uomo Reale (I am real) for authenticated luxury resale marketplace, The RealReal by Los Angeles agency, Team One, is absurdly funny instead. It plays into both the AI slop and fake luxury goods invasions in the maddest way possible to discuss the problem of discerning real and fake, with a climax that underlines the value of its genuine products.

In the campaign film, directed by Sebastian Strasser, a man AI called Vincent – or is that an AI? – tries with increasing desperation to prove that he is real as his fake world begins to disintegrate.

Ultimately, the only real thing in the film is revealed – a leather bag.

The new campaign extends The RealReal’s 2024/25 Ask Yourself What’s Real campaign theme.

Credits:

Director: Sebastian Strasser

Agency Team One: Publicis Los Angeles

Creative Directors: Sabina Hesse, Carlo Barreto
Executive Producer: Sascha Peuckert
Executive Creative Director: Chris Graves

Production: Lipstick

AI Lead Artists: Mads Roikjær, Jan Grastorf
Associate Director: Niklas Weise
VFX Supervisor: Patrick Bennar
Gen-AI Supervisor: Jan Grastorf
AI Artists: Jae Kingsley, Masha Nesterenko, Alexandre (Arlo) Garnier, Tim Plamper

Producers: Rojan Teherani, Karolina Narojczyk
Managing Director; Kai Stoecker

Editors: David Fabra, Dennis Karsten

Sound Studio: fridge.audio
Sound Design & Mix: Peter Landry
Music Composer: Peter Hayo

Grading Studio :Slaughterhouse GmbH Visual Manufacturing Medienproduktion
Colorist: Romola Davies