Wunderman Thompson uses generative AI in new KitKat campaign
Wunderman Thompson has taken KitKat’s advice to “take a break” in a new campaign for the brand, using generative AI to write scripts, graphics, voiceovers and more.
The company used 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” to write scripts, calling the results “half-decent”.
KitKat’s new campaign developed using generative AI
The generated scripts were then used as prompts for an image generator, with Wunderman calling the resulting images “almost ok”. The campaign also featured an AI voice, which the company said: “was fine too”.
“The results weren’t perfect, but it meant the fingers everyone needed to lift were mainly chocolate ones.”
“AI is revolutionising our industry and beyond, but the reality is not every brand has something relevant (or fun) to say on that space,” Wunderman Thompson chief creative officer João Braga said.
“KitKat has breaks, and AI gives us more of those. So, we thought we’d have a crack at it ourselves and poke some fun at AI – while we can.”
Nestle head of marketing confectionery 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.
“I think we all agree from the outcomes, AI won’t replace jobs in our 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.
Credits:
Nestle, KitKat
Vice President – Global Category Lead KITKAT: Chris O’Donnell
Head of Marketing Confectionary: Melanie Chen
Senior Marketing Manager (Chocolate): Shannon Wright
Senior Brand Manager (KitKat): Monique Ellis
Wunderman Thompson
Chief Creative Officer: Joao Braga
Chief Strategy Officer: Mel Wiese
General Manager: Annabelle Barnum
Creative Director: Steven Hey
Creative Director: Simon Koay
Group Account Director: Samantha Scheidler
Account Manager: Francesca Brown
Senior Producer: Siobhan Crawley
Editor: Alex Barnett
Media Agency
UM
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