Campofrio CampofrIA

Role: Concept Creative Direction Art Direction

Campofrio’s Christmas ad is a tradition in Spain. We filmed a script written by ChatGPT and aired it as if it were the real campaign. Forty-eight hours later, we interrupted the same film to reveal the real ad and ask what we want AI to learn from us.

Act I — The AI-written ad

ChatGPT delivered a flawless but interchangeable Christmas script. We filmed it literally and launched it without explaining the experiment. Viewers believed Campofrio had traded its distinctive voice for generic AI — and the public reaction became part of the campaign.

Act II — The real Campofrio ad

Forty-eight hours later, the same film began again. Then Carlos Areces stopped it and the real ad took over. What looked like a failure became the setup for a human message: AI is only as good as what we choose to teach it.