"Almond Breeze's partnership with the Jonas Brothers takes a jab at generative AI slop to shore up the almond milk brand's positioning around authenticity and real consumer connection. The campaign follows backlash to some AI-generated ads, as well as other marketing efforts that have used AI tools to poke fun at the technology's shortcomings. In the Almond Breeze content, the Jonas Brothers meet with agents for a campaign shoot and are pitched on "doing more work with less work." The agents then present a series of low-quality AI-generated videos, including the Jonas Brothers floating through space, walking around shirtless in cologne-inspired ads and acting as milkmen while riding a giant, horse-like almond. The band politely shoots down those ideas before suggesting they just say, "Almond Breeze: It's really good," which ends up being the tagline. Messaging also highlights Almond Breeze product qualities like zero sugar, low calories and calcium."
"The musical sibling trio was directly involved in developing new content tied to the effort. In the videos, a pair of overzealous agents pitch the group on misguided AI-generated ideas, such as showing them drinking almond milk in space, before the Jonas Brothers recommend a more traditional endorsement model. Almond Breeze is promoting both longer-form videos and six- and 15-second cutdowns of the humorous material. The grower-owned brand joins other marketers that have made AI scrutiny a part of their consumer-facing messaging."
The Jonas Brothers star in a campaign that lampoons poor AI-generated ad ideas to position Almond Breeze around authenticity and real consumer connection. Overzealous agents pitch absurd AI concepts—floating in space, shirtless cologne spots, and riding a giant almond as milkmen—while the band rejects those ideas in favor of a simple tagline: "Almond Breeze: It's really good." The campaign includes long-form videos and six- and 15-second cutdowns. Creative direction was led by Anthony Mandler and agency McKinney, with the band involved in each creative step. Messaging also emphasizes product features such as zero sugar, low calories and calcium.
Read at Marketing Dive
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