KitKat Finally Took A Break By Getting AI To Make Its Ads
By Mikelle Leow, 14 Apr 2023
![](https://editorial.designtaxi.com/images/KitKat-Nestle-AI-Generated-Artificial-Intelligence-Ad-Campaign-1-1681461019.png)
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.
![](https://editorial.designtaxi.com/images/KitKat-Nestle-AI-Generated-Artificial-Intelligence-Ad-Campaign-2-1681461143.png)
![](https://editorial.designtaxi.com/images/KitKat-Nestle-AI-Generated-Artificial-Intelligence-Ad-Campaign-3-1681461155.jpg)
Despite the campaign’s unsavory results, it gave the KitKat Australia team time off to rest their tired, perfectly human brains.
![](https://editorial.designtaxi.com/images/KitKat-Nestle-AI-Generated-Artificial-Intelligence-Ad-Campaign-4-1681461173.png)
“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.”
![](https://editorial.designtaxi.com/images/KitKat-Nestle-AI-Generated-Artificial-Intelligence-Ad-Campaign-6-1681461250.png)
“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.
![](https://editorial.designtaxi.com/images/KitKat-Nestle-AI-Generated-Artificial-Intelligence-Ad-Campaign-5-1681461198.jpg)
[via Branding in Asia and adobo Magazine, videos and screenshots via KitKat Australia & New Zealand]