Table of Contents
Introduction
AI advertising campaigns have been a topic of increasing interest and concern as the technology continues to advance. While some brands are exploring the practical uses of generative AI for their creative teams, there are those who fear that AI could eventually obtain godlike powers and destroy the world. In a humorous twist, KitKat, a well-known snack brand, has taken a satirical approach to the idea of AI replacing creative jobs in their latest ad campaign.
KitKat’s Amusing Approach
KitKat’s ad campaign mocks the notion that AI could replace human creativity by embracing its famous “have a break” slogan. The brand allowed its own creatives to take some time off and used generative AI to create the campaign materials. The creative consultancy Wunderman Thompson Australia fed an AI model prompts like “write a KitKat ad the way Gen Z speaks” to obtain AI-written scripts. They also utilized the AI art generator DALL-E 2 to generate imagery.
The result is a campaign that effectively parodies AI, highlighting its flaws through robotic-sounding text and imagery filled with artifacts. From hands with six fingers to a massacre of the KitKat logo, the campaign showcases the limitations of AI in handling creative tasks. The comically bad results almost make one feel sorry for the AI models involved.
Timely Tradition and AI Bashing
KitKat’s campaign follows a tradition of timely ads, including their clever KitKat lockdown posters during the Covid-19 pandemic (though these were a concept by another artist). The humorous approach to AI bashing in this campaign is entertaining and aligns with the brand’s playful image. However, it is worth noting that KitKat may have released this campaign just in time, as the advancements in generative AI are progressing rapidly.
The Advancement of Generative AI
Generative AI is evolving quickly, and many of the flaws showcased in KitKat’s campaign may soon be consigned to the past. Text-to-image AI, for example, has made significant progress in just one year, with Midjourney already producing more realistic human faces and even AI-generated hands with five fingers. Voice synthesizers are becoming more believable, and it is likely that AI image generators will soon be able to handle text as well. However, writing copy that sounds authentic may still pose a challenge.
The Future of AI in Advertising
The Chief Creative Officer at Wunderman Thompson Australia, João Braga, makes an astute observation: “We thought we’d have a crack at it ourselves and poke a bit of fun at AI—while we can.” This sentiment reflects the uncertainty of how long we will be able to continue making fun of generative AI. The technology is already being integrated into various industries, from fashion to video game design, and its potential is expanding rapidly.
Conclusion
KitKat’s mocking ad campaign serves as a humorous take on the potential of generative AI to replace creative jobs. While the flaws showcased in the campaign may soon be overcome with advancements in AI technology, it is clear that AI advertising campaigns are becoming more prevalent. As brands continue to explore the possibilities of AI in their creative processes, it remains to be seen how this technology will shape the future of advertising.
