Mars is fully embracing generative AI in a brand campaign for Starburst in which the endless visual outputs of artificial intelligence mirrors the “joy of endless possibility” offered by the product itself.

These series of spots focuses on a woman and man who sample different combinations of the product (the brand says there are more than 479 million ways to enjoy one pack of 12 original Starburst) and are transported to surreal AI-generated worlds. The tagline is “Different every time,” and the spots will air on TV, with some 300 more assets running online—across programmatic, Meta and Snapchat.

In partnership with Critical Mass, Colin Selikow, Chief Creative Officer at DDB Chicago, added that the work creates “the novelty and constant discovery that Gen Z is looking for. It creates that perfect sweet spot where the campaign experience perfectly matches the product experience.” Read more about the work in Ad Age here.