With the new Difesa Vitamin C 1.000 mg advert, Matt takes artificial intelligence into space

Matt adds a new chapter to the experimentation journey begun in 2026 into the languages of communication and generative AI with a new advert for Difesa Vitamin C 1.000 mg.

With this new production, Matt confirms the brand's intention to use AI not as a mere technological effect, but as a tool in the service of the creative idea, capable of making narrative universes that would be difficult to create through traditional codes possible and, above all, of building a specific and recognisable imaginary world for each product.

A direction already pursued with previous campaigns, in which artificial intelligence enabled Matt to move from the pop irony of Le Potatoes to the suspended, fairytale atmospheres of Sleepy Gummies, and finally to the natural universe of Avena Bio.

A space TV advert

The new advert adopts the immediately recognisable language of breaking news, reinterpreting it with a pop and science-fiction twist.

The film opens with the product in extreme close-up: beside a glass, a tablet enters the water, creating the characteristic orange effervescence. A “Breaking News” graphic then appears on screen, and the shot widens to reveal that Matt Difesa is actually the star of the giant screen of an interplanetary news broadcast.

The special edition is presented by an alien, Alina, who announces the surprising discovery from the “Blue Planet”: humans have managed to concentrate 1.000 mg of Vitamin C in a single effervescent tablet.

From that moment on, the news becomes a true intergalactic story. The extraterrestrials look on in amazement at what on Earth is a simple everyday gesture, transforming it into something surprising enough to warrant breaking news. The concept stems precisely from this reversal of perspective: what is familiar to us can become extraordinary when observed from very far away.

The intergalactic newsroom, the alien characters and their reactions thus make it possible to tell the product through irony, surprise and entertainment, moving away from the more conventional codes of communication associated with supplements while keeping Matt Difesa at the centre of the narrative.

The use of AI

With the new campaign, Matt continues its reflection on the role of artificial intelligence in contemporary communication.

While AI now makes it possible to build worlds, characters and settings with a freedom that was previously difficult to imagine, for the brand the value does not lie in the tool itself, but in people's ability to question it, direct it, select what works and transform it into a meaningful story.

A position already at the heart of Matt's creative journey: artificial intelligence does not replace the creative process, but it can expand its expressive possibilities and pave the way for new languages.

The comment

"Artificial intelligence is extraordinarily expanding the possibilities available to those working in communications, but technology alone has neither an idea nor a point of view. People are the ones who give it direction. Behind an advert made with AI there are still an insight, a script, creative choices, direction, sensitivity and experience. With Matt Difesa, we wanted to push ourselves a little further, building an ironic and surprising universe in which AI enabled us to make visible what we had imagined. And that is precisely the point for us: it is not only a question of how powerful a tool is, but above all who uses it, how they use it and what they want to tell", says Alessandra Conca Bonizzoni, corporate brand communications at A&D – Gruppo Alimentare e Dietetico.

This article was translated from the original Italian version with the assistance of artificial intelligence. In case of discrepancies, please refer to the original Italian version.