So AI is all around us, and doing a lot of what we do. Why not then, let AI generate an ad film. Taking this quirky idea, Continental Coffee decided to let AI (not) create its latest ad. Only, to disastrous consequences as the result was clumsy animations and distorted faces clutching coffee mugs. Thankfully, AI has no role to play when it comes to making Continental This Premix Coffee.
The brand took a witty twist to showcase its coffee range, Continental This Premix Coffee.
Conceptualised and executed by Expedify, the film shines the spotlight on Continental This Premix Coffee and showcases the effortless preparation of this premix coffee range. The core message is that there are countless challenges that even advanced AI cannot resolve.
“We felt the need to do something bold and different in the world of coffee advertising,” said Preetam Patnaik, Head of Marketing, CCL Products Limited. “In our digitally driven world, our ad humorously highlights the fact that while AI can be a great tool, it can’t replace the genuine joy of savouring a perfect cup of coffee whenever and wherever you desire. With Continental This Premix Coffee, you can enjoy that perfect cup within seconds, no AI needed. Amidst all life’s uncertainties, one thing we can count on is the delightful cup of CCL’s Continental This Premix to provide comfort in the face of life’s unexpected hiccups.”
Abhijit Chakraborty, Chief Operating Officer, at Expedify said, “AI can deliver at the speed of thought, but only Continental THIS makes cafe-like coffee dreams true anytime, anywhere. The ad humorously contrasts AI-generated chaos with the simplicity of Continental THIS Premix Coffee, highlighting the joy of a perfectly brewed cup.”
CREDITS
Agency: Expedify
Creative Director: Abhijit Chakraborty
Production Head: Pravin Mishra
Creative Team: Varsha Rajeswari, Sakshi Prashant Patil, Taapti Ladkani, Snehali Bagchi, Shubham Gupta
Account Management: Vanisha Garg, Shivani Meharia
Feedback: [email protected]
