T&P Powered By Mirum campaign features AI-generated images based on typos from confused users
New Snickers campaign, ‘You Confuse Artificial Intelligence When You’re Hungry’ uses AI to reinforce – in a fun and innovative way – the brand’s global concept: you are not you when you are hungry.
The campaign features images generated by artificial intelligence, after receiving commands (prompts) with typing errors from a user “confused with hunger”.
In the film, the brand shows how a confused user makes typing errors, among the most common of which is the use of paronymous words (pairs of words that have almost the same writing and spelling, but different meanings), generating humorous images.
Among them are “a man eating ‘sneakers’ on the street” (in reference to the brand’s name), “An apple pie with ‘window’” (replacing the letter “J” with the “C” for cinnamon), “ A skateboarder doing a trick at the top of the ‘lid’” (typing error of “lid” for “ramp”) and “A ‘plate’ and her babies in the lagoon” (in allusion to the word ‘duck’).
A new chapter about the real feeling of being confused when you’re hungry is the main highlight of the campaign.
“Snickers talks about the effects of hunger on people’s behavior. And this time of widespread debate about the use of generative artificial intelligence is the perfect opportunity to show how your prompts can also be affected. With the usual good humor that permeates the brand’s communication, of course”, said Filipe Matiazi, creative director at T&P.
