Cadbury 5 Star, the chocolate candy bar brand, introduced a quirky concept known as The Nothing University, where individuals can master the art of ‘Doing Nothing.’ This lighthearted campaign, originating from the company’s India division, envisions a future where artificial intelligence takes over all jobs, allowing humans to fully embrace the fine art of idleness.
Enrollees at The Nothing University can sign up to acquire the skill of ‘doing nothing’ and even receive a certification for their newfound expertise. The experience unfolds online through a dedicated microsite, 5staruniversity.com, where the brand hosts interactive video sessions. The courses, facilitated by corporate-employees-turned-comedians Atul Khatri and Rahul Subramanian, guide participants in enjoying the leisure of doing nothing amidst preparations for a future workspace dominated by AI. As a whimsical touch to the culmination of this initiative, students receive a certification.
This campaign boldly embraces the advent of AI rather than fearing it, aligning seamlessly with the brand’s tagline, ‘Eat 5-star, do nothing.’ It’s a delightful and innovative take on the evolving relationship between humans and technology.
Could the ability to do nothing evolve into a crucial skill for future generations? Is there a risk of being overshadowed by rapidly advancing artificial intelligence? Not necessarily, provided we remain vigilant about the development of AI and strive to maintain a balanced relationship between artificial and human intelligence. It’s crucial to keep a watchful eye on these developments. Will you be paying attention?