Convenience chain ampm has launched an integrated campaign from RPA, the retailer’s first use of AI-assisted creative tools. It runs primarily in California, Washington, Oregon, Nevada and Arizona across digital display, online video, CTV and digital out-of-home, and airs on television in Los Angeles during Dodgers games. WPP handles media.
The work departs from ampm’s previous animatronic snack characters and in-store humor. Products and people were photographed and filmed with AI-generative tools, which were then used to build an immersive, hyper-realistic visual environment.
The result supplies a lively, colorful framing for “Too Much Good Stuff,” the platform RPA built for the chain more than 25 years ago.
“The campaign has been through several evolutions, but the idea of ampm being the place where you go to choose from an overwhelming amount of tasty and tempting items has always been consistent,” said Adam Lowrey, RPA’s chief creative officer.
“This new campaign is the largest executional departure, but also the most overt expression of the smorgasbord that is ‘Too Much Good Stuff,’” Lowrey said. “The visual expression has always been the store, but this time we wanted fans to experience it as a feeling.”
Read more at MediaPost.