OpenAI is launching its latest brand campaign for ChatGPT, leaning into slice-of-life storytelling to show how useful the AI platform is in everyday life.
The campaign, created by OpenAI’s in-house creative team in collaboration with New York-based agency Isle of Any, comprises several 30-second spots inspired by the ways users integrate ChatGPT into their lives.
The recent campaign features youth—who make up much of ChatGPT’s consumer base—using the platform to cook, get fit, and even plan trips. One spot, titled ‘Dish’, shows how a couple uses ChatGPT to generate a recipe to impress their date.
Another spot—’Pull Up’—shows how a young man manages to complete a pull up by following the chatbot’s eight-week progression plan.
In ‘Road Trip’, a brother surprises his sister with a trip to the Blue Ridge Mountains with ChatGPT's recommendation.
Directed by Canadian filmmaker Miles Jay, the campaign, which is ChatGPT’s biggest so far in terms of reach, is set to debut on NFL Primetime. Several more spots are expected to follow the initial release. The campaign follows OpenAI’s first-ever ad, a 60-second spot which debuted in February, that positioned the platform as the next great human invention.
Shot entirely on 35mm film, the spots have a retro feel that take on a fresh, nostalgic aesthetic for tech marketing. Produced by Smuggler, the spots' outro music leans indie and alternative, like Perfume Genius’s 2014 track ‘Fool’ and Simple Minds’ 80s single, ‘Someone, Somewhere (In Summertime)’. The storytelling, which humanises the AI chatbot, is relatable, with a message that cuts through the noise: ChatGPT makes your life easier—and better.
“Today we’re launching the first scaled brand campaign for ChatGPT. It spotlights how ChatGPT opens up everyday possibilities—helping people learn, create and grow,” Kate Rouch, the chief marketing officer at OpenAI, wrote on LinkedIn.
“Over 700 million people around the world now use ChatGPT each week. The campaign celebrates them. Our message is really simple. We want to lift up how people are already using ChatGPT in their daily lives—so others are inspired to explore new ways it might help them too.”
There’s merit to the campaign’s message. A recent paper by the National Bureau of Economic Research found that over 70% of messages sent on ChatGPT were for personal use, suggesting that large language models were moving away from being used exclusively for work, and are now used more often in everyday life.
Distributed by PHD, the campaign will run in the US, UK, and Ireland, and broadcasted on TVC, streaming, OOH, and social.
