OpenAI is launching a new brand campaign for ChatGPT, showcasing its everyday utility through slice-of-life storytelling. Developed by OpenAI’s in-house team and Isle of Any, the campaign features several 30-second ads that resonate with ChatGPT’s youthful audience. Highlights include the spot ‘Dish’, where a couple uses ChatGPT for a recipe, ‘Pull Up’, showcasing a fitness journey guided by the AI, and ‘Road Trip’, where ChatGPT helps plan a surprise trip. Directed by Miles Jay, the campaign marks ChatGPT’s largest to date, debuting on NFL Primetime. With a retro aesthetic and indie music, the ads aim to humanize the AI and demonstrate its life-enhancing potential. CMO Kate Rouch emphasizes the goal of inspiring users to explore ChatGPT’s capabilities in their daily lives, as evidenced by over 700 million weekly users. The campaign will be promoted across TV, streaming, OOH, and social media in the US, UK, and Ireland.
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