In a novel twist on technology-driven marketing, a new advertising campaign brilliantly personifies artificial intelligence not as an omniscient, flawless entity, but as the “busiest person on the planet” grappling with the universally relatable problem of what to make for dinner. Meal kit provider EveryPlate, in a strategic partnership with the agency Game Creative, has launched this initiative under its “Get Stuck In” brand platform, which aims to simplify the often-stressful dinnertime routine. The campaign’s core insight, as articulated by its creators, hinges on the humorous tension between an AI capable of composing symphonies and solving complex equations, yet still finding itself paralyzed by the daily meal decision. This clever premise deliberately sidesteps complex technical jargon, opting instead for a humorous and culturally relevant tone that resonates with consumers facing the same evening dilemma. By framing the problem in such a human way, the campaign effectively positions its meal kits as the simple, practical solution for anyone and everyone—even a super-intelligent algorithm—overwhelmed by choice.
A Meta Approach to Artificial Intelligence
The campaign distinguishes itself through a uniquely “meta” creative process, where the artificial intelligence at the center of the narrative also played a role in generating the ad content about itself. This innovative approach, developed in concert with Steve Jackson of Jacko Jacko & Jacko, involved a conscious and strategic decision to embrace, rather than edit out, the natural imperfections and stylistic “hiccups” inherent in the AI’s output. While many brands leverage AI to produce perfectly polished and seamless content, this campaign intentionally retained the quirks in the AI’s language and style. This choice was pivotal in crafting an AI character that feels more authentic, unpredictable, and disruptive. The result is a persona that avoids the sterile perfection often associated with machine intelligence, instead presenting a more textured and relatable character. By showcasing these flaws, the campaign not only adds a layer of genuine humor but also subverts audience expectations of what AI-driven advertising can be, making the message more memorable and distinct in a crowded digital landscape.
The Humanization of Technology in Marketing
This advertising effort ultimately reflected a broader trend in marketing that seeks to humanize technology, making it more approachable and less intimidating for the average consumer. By grounding the advanced concept of AI in the mundane, everyday struggle of meal planning, the campaign successfully bridged the gap between a high-tech subject and a universal human experience. The humor derived from watching a supposed super-intelligence get “stuck” on a simple problem created an immediate and powerful connection with the audience. This strategy demonstrated a sophisticated understanding of modern consumer psychology, recognizing that relatability often proves more persuasive than a showcase of technical prowess. The campaign’s subsequent distribution across a variety of social, digital, and content channels ensured this cleverly crafted message reached a wide audience, effectively using a narrative about technology’s limitations to highlight a practical, human-centric solution. It was a clear example of how creative insight, rather than technological perfection, drove a successful marketing narrative.
