KitKat Finally Took A Break By Getting AI To Make Its Ads
By Mikelle Leow, 14 Apr 2023
KitKat’s creative team has finally heeded the brand’s advice to have a break.
With generative artificial intelligence speeding up workflows everywhere, the folks at creative consultancy Wunderman Thompson Australia enlisted machines to conceptualize a series of commercials so that, for once, most of the fingers lifted were chocolate.
The creatives then fed the AI-written scripts to an art generator and voice synthesizer to bring the ideas to life.
According to the agency, though, the results were to be desired. Briefs like “Write a KitKat ad the way Gen Z speaks” and “Write a KitKat ad about gamers” yielded subpar content. Likewise, the artwork inspired by the text was eerie at best.
Despite the campaign’s unsavory results, it gave the KitKat Australia team time off to rest their tired, perfectly human brains.
“KitKat has breaks, and AI gives us more of those,” shares João Braga, Chief Creative Officer at Wunderman Thompson Australia, in a news release. “So we thought we’d have a crack at it ourselves and poke a bit of fun at AI—while we can.”
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“I think we all agree from the outcomes, AI won’t replace jobs in our industry any time soon without some real watch-outs,” comments Melanie Chen, Head of Marketing Confectionary at Nestlé.
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