Fresh Step needed a new campaign fast to address slipping brand perceptions. It partnered with AI agency RECE to produce three 15-second ads in 30 days. The ads feature AI-generated talking cats and cost one-tenth of a traditional shoot. They are rolling out on linear TV now and will be on social by Nov 9. The campaign lets Fresh Step pivot quickly and reinvest savings into more work. The modular design allows ongoing adjustments based on consumer feedback. Fresh Step sees AI as enabling faster prototyping and emotional testing. The brand is not hiding the AI origin of the content.
What changed
Traditional ad production took months and cost ten times as much.
What it unlocks
Creating and testing multiple ad concepts quickly and affordably.
- 30 days from brief to finished ads
- one-tenth the cost of traditional production
- 3 15-second spots
- live by Nov 9
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