Australia – Promoting breaks for more than 65 years, popular chocolate brand KitKat has taken the opportunity to follow their own advice and let AI make their latest campaign so they could ‘have a break’.
Some appropriately generic briefs like ‘Write a KitKat ad the way Gen Z speaks’, ‘Write a KitKat ad about gamers’ and ‘Write a KitKat ad about the latest trends’ were used for the campaign. The generated scripts were used to prompt an image generator, resulting in some ‘almost ok’ images and AI voice.
João Braga, CCO at Wunderman Thompson, commented on the campaign, “AI is revolutionising our industry and beyond, but the reality is not every brand has something relevant (or fun) to say on that space.”
He added, “KitKat has breaks, and AI gives us more of those. So we thought we’d have a crack at it ourselves and poke a bit of fun at AI – while we can.”
Meanwhile, Nestlé’s Head of Marketing Confectionary, Melanie Chen, said, “We’re all for creating more opportunities to ‘have a break’, so when Wunderman Thompson asked us if we could let AI generate our next round of advertising content, we couldn’t pass it up.”
Chen, however, added that AI won’t replace jobs in the advertising industry any time soon without some real ‘watch-outs’.
The campaign is now live with 30’, 15’ and 6’ social and digital video, and 30’ audio and podcasts.
This follows KitKat’s interactive campaign on Instagram last year called the ‘Blink Break’, where consumers were encouraged to have a break and go head-to-head in an AI-powered staring contest.
