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But though OpenAI has reportedly been pitching Hollywood<\/a> on the tech, one of the first entities to publicly bite is brand management firm WHP Global, which currently licenses the Toys \u201cR\u201d Us brand to stores like Macy\u2019s and is also exploring larger stores. Almost every Macy\u2019s department store now contains a branded toy section, but those are typically a few paltry aisles of toys rather than the toy warehouses that once fueled kids\u2019 dreams. <\/p>\n<\/div>\n While some headlines are calling this the first commercial produced with OpenAI\u2019s Sora, the press release<\/a> doesn\u2019t suggest it\u2019ll air anywhere other than toysrus.com<\/a>, though it also premiered in front of an audience of ad agency execs at the 2024 Cannes Lions Festival in France last week.<\/p>\n<\/div>\n The PR also doesn\u2019t try to claim it\u2019s entirely generated by AI. Native Foreign, the creative agency that produced the footage, had \u201cabout a dozen people\u201d working on the video and applied \u201ccorrective VFX\u201d on top, according to director Nik Kleverov. Sora \u201cgot us about 80-85% of the way there,\u201d he wrote on X<\/a>:<\/p>\n<\/div>\n It appears that Native Foreign even reused an earlier shot it generated with Sora as part of the Toys \u201cR\u201d Us project. Here\u2019s a bicycle repair shop the company showed off in March<\/a>, compared to the final corrected clip:<\/p>\n<\/div>\n Disclosure: Vox Media, The Verge\u2019s parent company, has a technology and content deal with\u00a0OpenAI.<\/em><\/p>\n<\/div>\n