KitKat reminds Australians that AI is just another great excuse to have a break in latest campaign via Wunderman Thompson
KitKat has championed breaks for more than 65 years. So in 2023 as AI becomes increasingly open to everyone, KitKat has recognised a perfect opportunity to take its own advice and let generative AI take the lead on its latest campaign via Wunderman Thompson, so it could have a break.
Some pretty 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. Those scripts were used to prompt an image generator, resulting in some ‘almost ok’ images. And an AI voice was fine too. The results weren’t perfect, but it meant the fingers everyone needed to lift were mainly chocolate ones.
Says João Braga, chief creative officer 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. 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.”
Says Melanie Chen, head of marketing confectionary, Nestle: “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.
Play the radio spot:
Play the Sans Pants Podcast spot:
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
24 Comments
cannes deadline
how good is it when you get to exploit a whole bunch of stock images, pay no talent fees, create what is the first of many ads that will lean on this idea and effectively posture that you are cleverly using AI when really it’s just typical cost saving.
Dear Wunderman Thompson,
I am writing to express my extreme disappointment and anger over the fact that my name was not credited as the writer of the series of advertisements that I worked on. It is unacceptable that my hard work and creativity have gone unrecognized, and that someone else is taking credit for my ideas.
As a professional writer, it is important for me to receive proper credit for my work. I put in countless hours of effort into developing these ads, and it is only fair that I receive acknowledgement for my contribution.
I urge you to rectify this situation immediately by ensuring that my name is properly credited as the writer of the advertisements in question. I will not tolerate any further attempts to diminish my role in this project.
Sincerely,
ChatGPT
This is fun.
I like it. Well done.
Well done Koasy
Awesome stuff Koay and Hey. Now take a break, you’ve earned it.
https://vimeo.com/324844716
This is so fun and clever. Not sure why ‘paying no talent fees’ is a sore thumb for some.
I’m sure there’s a clever idea here.But I just can’t find it.
I made considerable bank last week fixing a client’s incredibly shit AI-written ads. Get in while it lasts.
Yes Si! Love this.
Say what you want but I was very entertained!
Oh stop! Spec work went out with CIS men in 2018.
Great work as usual Simon Hey.
I’ve heard about two agencies now offering cash incentives for coming up with ideas for chatgpt. It feels very at odds with the client agency relationship. Coming up with an idea with a new technology for the sake of it.
https://vimeo.com/324844716
Lovely, lill bro and Hey 🙂
But better than most of what else is out there.
Nice work Simon and Steve. Treat yourself to a Sub of the Day with Simon Koay. X
This is a truly grim use of AI. Way to undermine the human craft and creativity that the blowhards in the comment section of this website claim makes the industry unique.
A link to an ad with a similar idea…check.
Of course, the general Australian public won’t have seen the BK campaign and so it will have zero impact on whether the Kit Kat campaign is effective but damn, we’re creatives and so originality is more important than effectiveness.
Accusation that a topical idea is just to win awards…check.
I like this. Bang on brand too.
Not sure why they went so close to such an awarded BK campaign. Maybe ChatGPT hadn’t seen it.