![]() The debate rages on, but for now, it’s time for creatives to take a break and let AI do the work. Do you break off an individual row? Do you bite straight into it (like a heathen)? But last year the tasty treat started a TikTok debate about which is the correct way to eat the chocolate bar. KitKat’s long-running message has been to ask people to “take a break”. I think we all agree from the outcomes, AI won’t replace jobs in our industry any time soon without some real watch-outs.” KitKat encouraging snackers to take 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. “We’re all for creating more opportunities to have a break. Nestlé head of marketing confectionary Melanie Chen adds to the conversation about how AI isn’t going to be the replacement of creatives. So, we thought we’d have a crack at it ourselves and poke some fun at AI – while we can.” “KitKat has breaks, and AI gives us more of those. But the reality is not every brand has something relevant (or fun) to say on that space,” Braga says. “AI is revolutionising our industry and beyond. Kit Kat inspires people to take a break by. Wunderman Thompson’s chief creative officer João Braga offers his thoughts about the lazy yet funny campaign. People need breaks to recharge their minds and bodies, yet many people feel guilty about taking breaks. The fun campaign is for just social, and the videos have been made into 30-, 15- and six-second clips, with audio snippets to be used in podcasts. Mediocrity! Something that every ad needs. The task didn’t just stop at the script, but was completed with AI generated images, which the Wunderman Thompson’s Sydney team described as “almost ok”. And the creative team at Wunderman Thompson employed it to write the latest KitKat campaign, giving the usual wordsmiths a bit of a break.Īppealing across generations and interests, the team at Wunderman Thompson tasked ChatGPT to write a generic campaign with commands like “Write a KitKat ad about gamers” or “Write a KitKat campaign that will appeal to Gen-Z”. I think we all agree from the outcomes, AI won’t replace jobs in our industry any time soon without some real watch outs.AI is the talk of the (copywriter) town. Nestlé 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. So we thought we’d have a crack at it ourselves and poke a bit of fun at AI – while we can.” Look no further than KitKat and Wunderman Thompson UKs latest digita.' All About Marketing on Instagram: 'Are you in need of a break Look no further than KitKat and Wunderman Thompson UKs latest digital out-of-home poster. KitKat has breaks, and AI gives us more of those. Says João Braga, CCO at Wunderman Thompson: “AI is revolutionising our industry and beyond, but the reality is not every brand has something relevant (or fun) to say on that space. The results weren’t perfect, but it meant the fingers everyone needed to lift were mainly chocolate ones. KitKat and Publicis Middle East, Dubai launch the campaign’s first wave of communication in Iraq, returning to people’s TV screens with the brand’s much-loved humor, connecting to Iraqi audiences and across the Middle East with locally relevant insights, proving once again how a chocolatey break can help uplift your mood. Those scripts were used to prompt an image generator, resulting in some ‘almost ok’ images. 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’ generated some half-decent scripts. So, in 2023, as AI becomes increasingly open to everyone, they recognised a perfect opportunity to take their own advice, and let AI make their latest campaign so they could ‘have a break’. Walter Thompson Casablanca - The campaign captures an individuals moment, managing to t. KitKat has championed breaks for more than 65 years. Print Have a break, have a KitKat : Office for Kit Kat by J.
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