Ad of the Day: what happens when Heinz asks an AI image generator to ‘draw ketchup’?
After the success of last year’s ‘Draw Ketchup’ campaign, the brand has used an artificial intelligence (AI) image generator to draw a bottle of the red stuff for a follow-up spot.
The Draw Ketchup campaign was a social experiment to prove the association of ketchup and Heinz. The brand anonymously asked people from 18 countries to draw a bottle of ketchup – and what it got back was thousands of pictures of Heinz.
The Kraft-owned brand claimed to see a near 1500% uplift in social conversations relating to the brand and a 10% uplift in sales.
Now, it has once again teamed up with Canadian creative agency Rethink on a follow-up project that’s based on the idea that AI can now draw images from text.
In the video, viewers see this hilariously being put to task in the form of a ‘cow bus’ and ‘fry castle,’ before finally the bot is asked to draw ‘ketchup’ – resulting in pictures of what appears to be a Heinz bottle, albeit in different artistic styles.
The experiment was conducted using an AI image generator called DALL·E 2, which creates images using billions of different reference points.
Amplification for the campaign will come from video, social media and an out-of-home (OOH) activation in downtown Toronto.