Artificial intelligence can summarize documents consisting of hundreds of pages, generate images and videos of anything we imagine, solve complex equations or analyze thousands of data in a matter of minutes. But he can’t eat seeds. And that is the insight of the fun advertisement with which Grefusa continues to invite consumers to “indulge.”
AI is the protagonist of the spot, which takes the form of Juan Ramón, an attractive young man
The spot has been designed by the creative agency Pingüino Torreblanca and has been created entirely with generative artificial intelligence. What’s more, AI is the protagonist. He takes the form of Juan Ramón, an attractive young man created with technology who, despite his multiple abilities, shares with the audience the frustration and regret caused by not being able to eat pipes.
“I can do things that blow your mind. Anything that comes to your imagination, I can do it,” comments the announcer. “Well, no, whatever, because I can’t eat pipes,” he says while aberrant images of the character trying to eat a pipe appear. However, the gestures or the product itself end up deforming. “Not even the most updated version of the most advanced AI on the planet can get me to eat pipes in a more or less normal way.”
The ad concludes with the phrase: “If you can, treat yourself.”
“This is the hard and sad life of Juan Ramón, who does not know how to eat El Piponazo because no one has taught him…“, the brand commented on social networks when sharing the video. “Help us train the AI to eat pipes, because we have tried and we have not been able to… And you, who are not Juan Ramón, treat yourself”.
The campaign, as explained by the agency, seeks to offer entertaining content to the audience, but also to reinforce its link with Spanish gastronomic culture. “Generative AI is basically fed by content created by North Americans, content with a global spirit. Getting a picture of someone eating a hamburger is not difficult at all.“, they point out from Pingüino Torreblanca. “The problem comes when you look for something more local. For example, someone eating seeds. There you have to work hard, find a very fine-tuned prompt, and even then, the result is never completely perfect. Because eating pipes is something very much ours.”.
Thus, the imperfections of artificial intelligence derived from its lack of references when generating certain images and executing certain prompts, are the creative and visual resource on which the irreverent campaign is based. “All of this gave us a wonderful opportunity to claim something as human and so from here as eating pipes. And if anyone could take advantage of that opportunity, it was El Piponazo, the largest pipe in Grefusa, which is, due to its size and quality, the one that produces the most pleasure. A pleasure that, today, is reserved for beings of flesh and blood”, they point out from the agency.
The campaign, which also has the collaboration of Éxit up, Apple Tree and UPartnerMedia, continues the communication tone that the brand has worked on in recent years and that has found in humor and popular culture a positioning ground to consolidate Grefusa’s personality. A recent example of this could be seen in “Sabor intensito”, a digital soap opera starring Boris Izaguirre and Paz Padilla to promote the Tijuana flavor of their pipes.
