tanai
简历 ↓

Have a break, have an AI break

  • KitKat
  • 全球
  • 2 分钟
  • 为 Instagram 做的

这个最早发在 Instagram 上。照那样滑着看。

KitKat 广告画面:字母 A 旁边一根 KitKat 代替字母 i,拼成 Have A(I) Break
广告画面:KitKat “Have A(I) Break”
tan.ai广告拆解
  1. A KitKat case study. Have a break. Have A(I) break. How one letter updated a slogan from 1957.
  2. One letter. Everyone was talking about AI, so KitKat joined in with one letter. The point of the ad: AI needs breaks too.
  3. The idea: still "breaks help". KitKat pointed at a real Google DeepMind paper, where a model gave better answers when the prompt told it to take a deep breath.
  4. Why people stopped scrolling. AI was the topic of the year. A real paper gave a silly idea a straight face. It's funny.
  5. What I took from it. Breaks are for everyone, apparently software included. Borrow a new topic, keep the old message.
  6. What brands can copy. Borrow a trend only when it fits something you already say. One real source beats ten adjectives. Make them laugh before you sell.
  7. That's the whole campaign. One letter added to a 1957 slogan, backed by a real paper. I'd like to see more brands try something this small.

tan.ai 一个字母,怎么给 1957 年的广告语升了级。滑动 →

查看全部评论

为什么选它:这是一个打扮成广告的产品决策。只改了一样东西,其余都没动。

我会测什么:没有那篇论文,这个梗还成立吗?我猜不成立。

我在哪儿用这招:版本说明。老功能,新语境。

拖动或滑动帖子 →

我的笔记(3)
  • 为什么选它:这是一个打扮成广告的产品决策。只改了一样东西,其余都没动。
  • 我会测什么:没有那篇论文,这个梗还成立吗?我猜不成立。
  • 我在哪儿用这招:版本说明。老功能,新语境。

全部七张

和原帖一样的七张。换了说法,没加东西。

图片:KitKat 广告画面来自我的原帖。KitKat 巧克力:Evan-Amos,CC0,Wikimedia Commons。

小票

一个很小的广告,逐项列出。

小票 · KITKAT

加了几个字母
1
广告语年份
1957
引用的真实论文
1
梗
1
需要的新广告语
0

HAVE A BREAK

小票 · KITKAT HAVE A BREAK 点一下开始打印

小票 · KITKAT

加了几个字母
1
广告语年份
1957
引用的真实论文
1
梗
1
需要的新广告语
0

HAVE A BREAK

问问 tan.ai