SYDNEY, AUSTRALIA — Chocolate brand KitKat has championed breaks for more than 65 years. So in 2023, as Artificial Intelligence (AI) becomes increasingly open to everyone, it recognized a perfect opportunity to take its own advice. Conceptualized by creative agency Wunderman Thompson, the brand harnessed AI to make its latest campaign so it 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 half-decent scripts. Those were used to prompt an image generator, resulting in some “almost okay” images. An AI voice was fine too. The results weren’t perfect, but it meant the fingers everyone needed to lift were mainly chocolate ones.
Wunderman Thompson CCO João Braga said, “AI is revolutionizing 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.”
The campaign is now live with 30-, 15-, and six-second 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 Australia
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
