A highly unusual Christmas advertisement is making waves online, showcasing the increasing role of artificial intelligence in marketing. Swiss retail giant Migros recently launched a TikTok video featuring a traditionally-made Grittibänz pastry taking a joyride in a luxury vehicle – all created using AI technology.The clip garnered over 27,000 likes within 24 hours, prompting a discussion about the creative potential and practical applications of AI within the advertising industry.
- A TikTok video featuring a Grittibänz pastry in a Mercedes-Benz has gone viral.
- The video was created entirely using artificial intelligence.
- It garnered over 250,000 views within 24 hours.
- Migros aimed to test the capabilities of AI technology with the campaign.
Migros, the Swiss retail giant, is generating buzz with a recent advertising campaign that demonstrates the creative potential of artificial intelligence. The campaign, centered around a viral TikTok video, highlights how AI can be leveraged for engaging marketing content, even in traditionally conservative industries.
27,000 Likes in 24 Hours
The advertisement depicts a Grittibänz – a traditional Swiss pastry – leaping from a baking sheet and cruising in a Mercedes-Benz with gold chains and oversized rims, all set to a trap-style song generated by AI. Within just 24 hours of posting, the video amassed approximately 27,000 likes, placing it among the top 13 most popular videos on Migros’ TikTok channel.
Prisca Huguenin-dit-Lenoir, Head of Media at Migros, explained that the idea originated within the company’s social media team on Monday. “The video was implemented by an external agency in just two days, and we were able to publish it on Wednesday,” she said.
“No money was saved with this clip.”
When asked about potential cost savings from using AI, Huguenin-dit-Lenoir clarified that the campaign wasn’t about reducing expenses. “The post is part of our Christmas campaign. Our intention wasn’t to save money. We wanted to explore what the technology is capable of – and it turns out, it’s quite a lot.”
What do you think about companies like Migros using AI-generated content?
According to Huguenin-dit-Lenoir, the video could have been produced without AI, but the process would have been significantly more time-consuming.
Positive Social Media Response
The video has largely been met with positive feedback in the comments section, with many praising its youthful energy and noting that it doesn’t come across as contrived. However, some commenters have expressed concerns about Migros’ adoption of AI technology.
A full-length version of the song is not currently planned, Huguenin-dit-Lenoir added.
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Michael Andai (mia) has been with 20 Minuten since 2024. He has been an AI journalist since 2025 and writes about everything related to artificial intelligence.
