At a time when the possibilities of artificial intelligence have dazzled the advertising industry, resulting in both successful creatives and marketing fiascos, some brands are banking on a return to basics. That is, communicating to consumers that your product is, simply, good. And that’s what the almond drink brand Almond Breeze does in its new campaign, starring the musical group Jonas Brothers.

Devised by the McKinney agency, “The Pitch” ad explores precisely the growth of increasingly extravagant advertising concepts derived from the opportunities provided by AI. Resorting to parody, the spot presents a pitch by a group of creatives to the Jonas brothers, who are confused by the delirious proposals: a fight against intergalactic “dairy monsters”, a suggestive spot in which they appear shirtless, with a fantastic distribution of milk on the back of a giant almond.

All of them completely misaligned ideas in the eyes of the Jonas Brothers when it comes to their collaboration with Almond Breeze. They themselves are the ones who end up suggesting putting aside the tricks of artificial intelligence and opting for a simpler and more effective positioning: telling people that Almond Breeze “is really good.”
The advertisement was produced by CYLNDR Studios.

As the brand points out in a statement, the campaign seeks to celebrate that collaboration with ambassadors and creative co-creation continue to be essential in the face of the rise of artificial intelligence. What’s more, the Jonas Brothers were actively involved in every step of the creative process so that the ad reflected their personality, humorous approach, and signature authenticity.

“This collaboration with the Jonas Brothers represents everything that Almond Breeze is: authenticity, creativity and a commitment to providing real, meaningful connections to our consumers.”commented Maya Erwin, Vice President of Innovation and R&D at Blue Diamond Growers, a group owned by the brand. “The brothers’ involvement in every creative decision made this collaboration truly special and uniquely meaningful.“.

The Almond Breeze ad works on the brand’s cultural relevance by addressing the debate over content generated by artificial intelligence and doing so alongside an iconic musical group, and from a legitimate perspective. Use humor to connect and deepen the interaction with the target audience and point out how easy it is to generate content today, but how complex it is to create something that really has an impact.