KitKat reminds everyone that AI is just another great excuse for everyone to have a break

KitKat has championed breaks for more than 65 years. 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’.

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.

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, 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.

KitKat has breaks, and AI gives us more of those. So we thought we’d have a crack at it ourselves and poke a bit of fun at AI – while we can.”

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.

I think we all agree from the outcomes, AI won’t replace jobs in our industry any time soon without some real watch outs.”


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The APPIES is an annual event that presents a rare opportunity for creative, media, digital and marketing agencies or brands to present their best campaigns to the industry.

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