A few days ago, the Campofrío delicatessen company continued with the tradition that began more than a decade ago and launched a television advertisement to celebrate Christmas with its customers.
Although the company receives thousands of positive reviews every year for taking risks and working very hard to launch an original and different message, on this occasion social networks were filled with negative messages and comments, as many users commented on the company’s lack of personality. piece: ”I don’t like it”, ”It has no emotion”, ”It’s flabby and bland” or ”It’s shit”, among others.
This Thursday, December 14, the company surprised the audience and revealed what the true Campofrío announcement is this year. With this strategy, marketing managers sought to shock viewers and demonstrate that an advertisement made by artificial intelligence (the first) can never equal one made by a human team (the second).
“The most searched word by Spaniards in 2023 has been “ChatGPT” (…) We asked him, literally: ‘Write me the Campofrío ad for this Christmas’. This is what he returned to us and we shot it verbatim “explained Mónica Moro, director of the This is Libre agency.
In the actual announcement, the company has decided to move away from the ‘trophies’ and clichés, from perfect and happy families and has presented a fun and light piece that the audience has fallen in love with.
With Carlos Areces as master of ceremonies, you can see in the spot how the company transforms the soulless product that AI gave them and adapts it to their liking, thus giving rise to a fun image that is much more similar to the reality of millions. of Spaniards who celebrate Christmas in our country.
The real campaign is called ‘CampofrIA’ and brings together an incredible group of public figures from our country: Ana Morgade, David Nano JR, Fofito, Eva Navarro, José Mercé, Alexia Putellas, Malena Alterio, Gloria Ramos, Bnet, Chuty, etc
In the advertisement itself, the protagonists talk about the figure of Chiquito de la Calzada, an artist who died in 2017 and who used to appear in this campaign. Thanks to AI, the comedian appears and speaks in the spot, as well as a part voiced by actor Quique San Francisco, who lost his life in 2021.