99% of AI Ads Are Garbage - But KitKat’s is Pure Genius

Most AI-generated ads are, well, awful. They’re obsessed with showcasing shiny new tech, often at the expense of creativity. The result? A barrage of ads that look eerily similar, feel overly tactical, and lack any real soul.
But then, there’s KitKat.

KitKat’s campaign flips the script on AI advertising by doing something genius - it leans into its iconic long-term creative platform, “Have a break, have a KitKat.” Instead of a flashy, one-off execution, it uses AI to underscore its enduring message: everyone (even AI) needs a break.

Why This Works
What sets this campaign apart is its simplicity and resonance. By staying true to its roots, KitKat has:

• Built on previous campaigns: The brand’s legacy of advocating for breaks remains intact.
• Strengthened long-term brand equity: The campaign adds a modern twist without straying from its core message.
• Found a relevant role for AI: It uses AI to emphasize a universal truth - breaks make everything better.

AI Takes a Break (and Delivers Better Results)
The campaign’s cleverness lies in its execution. Drawing inspiration from Google DeepMind research, which found that even AI performs better after a pause, KitKat applied its tagline to the digital realm. The result? A playful twist on AI prompts like, “Have a break, then…” leading to more accurate and thoughtful outputs.

By connecting its timeless slogan with a modern cultural insight, KitKat proves the power of a strong idea platform. It’s a masterclass in how to keep a brand relevant while honoring its legacy. According to Courage, the Toronto agency behind the campaign, the message is simple yet profound: breaks benefit everyone, even artificial intelligence.

A Tongue-in-Cheek Jab at AI
The campaign also pokes fun at the very idea of AI replacing creative jobs. By generating hilariously flawed ads - complete with robotic-sounding text, distorted visuals, and six-fingered hands - KitKat shows that while AI might be advancing rapidly, it’s not quite ready to take over the creative reins.
Joel Holtby, co-founder and CCO of Courage, sums it up perfectly:

“‘Have AI Break’ connects one of the most enduring brand platforms in advertising to something deeply relevant in culture. It reminds us that no matter how much things change, taking a break makes everything better.”

The Takeaway
KitKat’s latest campaign is a refreshing reminder that great advertising doesn’t chase trends; it builds on timeless truths. By blending humor, cultural relevance, and its iconic tagline, KitKat proves that even in an AI-driven world, creativity and authenticity still reign supreme.

So, the next time you’re feeling overwhelmed - or your AI assistant starts glitching - remember: “Have a break, have a KitKat.” Even AI agrees.

​https://youtu.be/UpqYy4g0wHE?si=5vfOrRPFC3Z0DvvS

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