Home appliance firm Russell Hobbs uses Artificial Intelligence to bring its latest ad to life, for a kettle which was also designed using AI.
Devised by Leeds-based brand and communications agency Ponderosa and supported by production house Tungsten Media, the marketing drive advertises the new Calm Kettle.
Titled ‘A moment of me-time’, the ad uses AI-generated visualisations to represent people’s daydreams as they wait for the kettle to boil.
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John Workman, creative director at Ponderosa, said: “Virtual production was at the heart of our creative approach. We wanted to push creative boundaries by exploring how we could generate abstract visuals, seamlessly merging a virtual kitchen with real-world propping and people.”
“We captured this all via a motion control robot which allowed us to craft a 3D space where the physical and digital worlds coexist, which we then enhanced with AI-generated creations,” he added.
The campaign will launch across out-of-home, radio and social media channels, including Meta, Pinterest and TikTok.
Alastair Scott, brand manager at Russell Hobbs added: “We wanted a campaign that did justice to the products’ originality and ingenuity. With Ponderosa’s boundary-breaking creative vision and Tungsten’s pioneering production work, this campaign undoubtedly measures up to the unique nature of our brand-new Calm Kettle, and our reputation as an iconic British innovator.”
