The First AI Ad on Ukraine's TV

Creative idea

During the off-season, First risked losing visibility: the previous campaign had ended, and the next was months away. With no extra budget, the team looked for a bold, in-house solution. Spotting a TikTok trend of AI-generated interviews and streams, we asked: had anyone aired a fully AI-generated commercial on Ukrainian TV? The answer was in our name—if not First, then who? Starting with a viral grandma meme, we moved through surreal slot-inspired scenes and back for a punchy CTA. The ad outperformed expectations, earning broad media coverage and even surpassing our last big-budget campaign.

Brand name: FIRST
Advertiser / client: FIRST
Product / service: FIRST Online Casino
Campaign name: What's FIRST?
Agency network: INDEPENDENT AGENCY
Agency: FIRST, Kyiv
Web address: https://first.ua/en
Creative director: Mikael Karapetian
Copywriter: Arsenii Anderson
Designer: Pavlo Sova
Pr director: Daria Rakitska
Post production: Vlad Ponomarenko
Additional company: Marketing Manager: Anton Starovoit PR Manager Anastasia Lomova PR Manager: Mykhailo Shereshevskyi Digital Marketing Director: Artem Shevchuk