OpenAI has launched its first extensive brand campaign for ChatGPT, using heartfelt storytelling to position the AI as a companion in everyday life. The 30-second advertisements, airing in the US and UK, showcase relatable moments—like meal prep for a date and fitness endeavors—culminating with ChatGPT’s prompt and responses in a cinematic style. The campaign aims to highlight how users incorporate ChatGPT into their daily routines, with an emphasis on enhancing human creativity rather than replacing it. Directed by Miles Jay, the campaign was produced by the in-house team alongside indie agency Isle of Any, benefiting from both human creativity and AI ideation. Executive leaders emphasized the campaign’s intent to connect with audiences on a personal level, inviting them to envision ChatGPT’s potential in their lives. With over 700 million weekly users, this initiative aims to embed the brand deeper into mainstream culture.
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