Pizza Hut HK takes creativity to new heights with first AI deepfake campaign

Pizza Hut Hong Kong has taken creativity to new heights with its first artificial intelligence (AI) deepfake campaign, creating a mood twist for the launch of its new pizzas, Seafood and Chicken Twisted Crust Pizzas.

The campaign aims to bring the concept of "twist" to life in an imaginable way, from face twists to mood twists and plot twists with the magic of AI. The campaign has also incorporated a playful pun on the Cantonese term "twist ideas" (扭計), which means petulant in English.

In collaboration with digital agency Isobar Hong Kong, Dentsu's digital creative agency, the video ad kicks off with the introduction of local actor Neo Yau. In a hilarious twist, Yau's face is seamlessly superimposed onto a little girl's body. The mischievous little Yau, hungry and impatient, pushes a chair that accidentally hits the real Yau, who is portrayed as the waiter in the scene.

Moreover, another plot twist unfolds as Yau presents the new seafood twisted crust pizza. Instantly, the little girl's bad temper fades away, replaced by pure happiness holding the pizza, which brings a delightful mood twist. Pizza Hut hoped to present a message that, its food has the power to reset customers’ moods and bring joy.

Renee Chan, director of customer experience & marketing, Pizza Hut and PHD, said: "It has been a tremendously fun campaign. We thoroughly enjoyed exploring the concept of 'twist' to highlight our new products. We hope that everyone who encounters our campaign will find a positive twist in their mood too."

Jacqueline Law, chief client officer of Dentsu Creative, said: “We are happy to have been given a chance to embed new technologies in a creative campaign. Its success proves how creativity should evolve with time.” 

MARKETING-INTERACTIVE has reached out to Pizza Hut for more information.

Don't miss: Pizza Hut HK pushes boundaries of pizza exploration in latest 'Snakes' campaign

Recently, Pizza Hut Hong Kong and local snake restaurant Ser Wong Fun (蛇王芬) pushed the boundaries of pizza exploration in the latest "Beware of Snakes" (蛇出沒注意) campaign.

Done in collaboration with local creative agency Uth Creative, the "Beware of Snakes" campaign tapped into the innate human fascination with fear and curiosity, aiming to dare consumers to bravely explore new flavours. The campaign commences with a compelling key visual that employs an illustrative approach, skilfully blending the element of fear associated with snakes alongside Pizza Hut's signature brand elements. 

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