Should Canada’s reputation for politeness have limits? KitKat Canada thinks so. Canadians are so polite, they’re even polite to AI.

The brand is asking Canadians have a break from that politeness in a new campaign by agency, Courage.

…because being too polite has consequences. Using extra energy is one. And that’s not good for the environment.

All those “nice” words that Canadians add into their conversations with AI require more energy to process. More energy, more carbon emissions.

The rather offbeat thinking (also true to KitKat’s mischievous manner) comes from agency, Courage, and is built into a 40-second commercial and OOH ads across Canada, in which KitKat bars censor unnecessary and environmentally wasteful words.

The campaign, Break From Politeness, follows Courage’s initiative last year to give AI a break, when a GoogleMind study found that AI gets tired – and less accurate – when it doesn’t get one…with a campaign full of proof:

Credits
Client: KitKat Canada
Client Team: Tracey Cooke, Danielle Weiss, Zeeshan Qureshi, Noel Spencer, Carm Dasilva

Creative Agency: Courage
Chief Creative Officers: Joel Holtby & Dhaval Bhatt
Executive Creative Director: Chris Booth
Associate Creative Directors: Matt Miller & Tommy Yong
Executive Producer: Clair Galea
Producer: Veronica Coles
Editor: Jon Garofolo
Chief Strategy Officer: Tom Kenny
Strategy Director: Derek Mollenhauer
President: Niki Sahni
Account Team: Nicola Phillips, Niharika Chadha, Sacha Komorowski, Alex Karayannides

Post Production & VFX: Feather
Executive Producer: Emily Goldberg
VFX Assistant: Huan Le Vu Cong
Motion Designer: Justin Wotherspoon
Music &  Sound: Eggplant Music & Sound
Associate Producer: Nick Nadeau
Sound Producer: Laura Merrett
Executive Producer: Nicola Treadgold
Composer: Peter Pacey
Sound Director: Jamie Pennock
Sound Engineer: Benjamin Spiller