In a world where artificial intelligence continues to blur the line between creativity and chaos, Teriyaki Madness has launched a bizarrely entertaining campaign titled “What’s with Bob?”, powered by AI-generated storytelling. The result? A viral moment that’s as confusing as it is captivating — and a bold new benchmark for how brands can use AI to stir conversation.
The campaign, recently featured as Ad Age’s AI Ad of the Week, centers on a mysterious character named Bob, an oddly cheerful office worker whose obsession with teriyaki bowls spirals into surreal AI-generated scenarios. From offbeat humor to strange digital distortions, the campaign is designed to make viewers laugh, question reality, and — ultimately — crave a bowl of teriyaki.
“What’s with Bob?” embraces the unpredictability of AI in the best way possible — using it to create a quirky, absurd, and fully original brand moment.
The campaign’s AI production pipeline was developed to intentionally highlight the imperfections of machine-generated content — the uncanny expressions, awkward transitions, and unpredictable edits — turning them into part of the joke. It’s self-aware, memeable, and refreshingly unpolished in a marketing landscape obsessed with perfection.
According to TrendHunter, the campaign serves as a meta-commentary on AI’s growing influence in creative industries — both a celebration of its power and a playful warning about its weirdness. For a fast-casual brand like Teriyaki Madness, it’s a clever way to stand out from cookie-cutter food advertising and connect with digital-native audiences who live on TikTok, Reddit, and meme culture.
By turning AI’s quirks into comedy, Teriyaki Madness shows that authenticity — even if it’s algorithmically absurd — can be the secret sauce to virality.
Why It Works
- AI as Humor: Instead of using AI for polish, the campaign uses it for personality.
- Memetic Design: Built to be shared, remixed, and discussed online.
- Brand Fit: Aligns with Teriyaki Madness’s offbeat tone and “mad” identity.
With “What’s with Bob?”, Teriyaki Madness proves that when brands loosen control and let AI get a little weird, the results can be both hilarious and human.
Watch the campaign video below:
