For its new ad campaign, KitKat has used generative AI to write scripts, graphics, voiceovers etc.
Wunderman Thompson, a New York-based global marketing communications agency, 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. It called the results “half-decent”. The generated scripts were used as prompts for an image generator. Wunderman described the resulting images as “almost ok”.
The agency acknowledged that the results weren’t perfect. Joao Braga, Wunderman Thompson’s chief creative officer, said AI is revolutionizing our industry and beyond, but the reality is not every brand has something relevant or fun to say in that space. “KitKat has broken, 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.”
Melanie Chen, Nestle’s head of marketing confectionary, said they are all for creating more opportunities to ‘have a break’. “So when Wunderman Thompson asked us if we could let AI generative 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.”
