Cadbury 5 Star’s new campaign is reminding us all of a long-lost art: the joy of doing absolutely nothing. In its new campaign, “Make AI Mediocre Again” (M.A.M.A.), the brand cheekily tackles the relentless pace of life driven by AI and its turbocharged efficiency. The message? Slow down, take a breather, and rediscover the charm of a good old pause.

The campaign spins the narrative of AI getting so fast and so clever that humans might struggle to keep up, making it nearly impossible to enjoy a moment of peace. In a delightfully absurd twist, Cadbury 5 Star has created the world’s first server farm with the sole objective of making AI less efficient. These servers churn out countless webpages packed with nonsensical, but realistic-looking, information. By sprinkling some chaos into the internet’s vast data pool, the brand hopes to trick AI into learning and reproducing flawed data, rendering it gloriously error-prone, just like us humans.

Nitin Saini, Vice President of Marketing at Mondelez India, states that with AI reshaping the world so quickly, today’s youth are left wondering if the future will bring ease or just more busyness. In a world obsessed with doing more, they want to show the value of stepping back and embracing calm, he added.

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Sukesh Nayak, Chief Creative Officer at Ogilvy India, adds, “AI has grown by leaps and bounds over the last year and has already started making our daily tasks easier… the Ogilvy team noticed that there’s a catch to it and have used the opportunity to create a crazy solution to permanently protect our ‘doing nothing’ time from the AIs. Our Creative Tech team worked closely on this campaign to bring this idea to life.”

Shekhar Banerjee, Chief Client Officer and Office Head of Wavemaker India, said, ‘Make AI Mediocre Again’ pokes fun at AI’s role in our lives while encouraging imperfection and simplicity. He further added that the campaign invites people to join a movement that celebrates what makes us human: our flaws and our ability to just be.