Openai is launching its largest-ever brand campaign for its flagship product ChatGPT, showing how the AI chatbot is useful in relatable, daily moments.
Debuting today during NFL Primetime, the campaign will run in the U.S. and U.K. across TV, streaming, outdoor, paid social, and influencer partnerships through the end of the year. It is a bigger media investment and appearing on more channels and locations than OpenAI’s first Super Bowl ad in February, said chief marketing officer (CMO) Kate Rouch.
The ads are inspired by real examples of ways people use ChatGPT in their daily lives, from cooking to studying to planning trips. Each scenario features young people, who are “some of our most creative, proactive users,” Rouch said.
One spot depicts a young man turning to ChatGPT to find a recipe to impress a new romantic partner, while in another, a man seeks fitness tips. A third ad shows siblings using ChatGPT to plan a road trip. Additional films will roll out later this year.
“We’re showing their stories in ways that others can see and connect with,” said Rouch. “Our goal is for people to look at these moments and think, ‘this is for me.’”
A different creative approach
The new campaign reflects a creative shift from OpenAI’s Super Bowl ad, which used a pointillism-inspired animation style to illustrate technological innovations, like airplanes and television, that preceded ChatGPT.
“That was our first big message: that this is happening faster than people realize, and OpenAI is at the frontier of that innovation,” Rouch said.
