ChatGPT's new spots prompt new possibilities
The AI giant's first large-scale brand campaign sees delightfully human scenarios aided by a simple query.
)
Credits
View on-
- Production Company SMUGGLER/USA
- Director Miles Jay
-
-
Unlock full credits and more with a shots membership
Credits
View on- Production Company SMUGGLER/USA
- Director Miles Jay
- Editing Cartel
- VFX Blacksmith VFX/New York
- Color Ethos Studio
- Sound Design Wave Studios/USA
Explore full credits, grab hi-res stills and more on shots Vault
Credits
powered by- Production Company SMUGGLER/USA
- Director Miles Jay
- Editing Cartel
- VFX Blacksmith VFX/New York
- Color Ethos Studio
- Sound Design Wave Studios/USA
With all of the world-ending/-enhancing prophecies of the AI, it's nice to know that what it really seems very good at is helping with the little things - tips and tricks, handy recipes, 'who's that guy' film questions...
Using this distinctly human angle, OpenAI’s in-house creative marketing team, alongside creative agency Isle of Any, has created a lovely set of spots for ChatGPT first large-scale brand campaign, showcasing the Dish, Pull Up and Road Trips that can be given a bit of added flair with a simple question.
Shot on 35mm film by Smuggler's Miles Jay, the films exhude warmth and connection (something people probably don't associate with the service itself); the subtle introduction of the initial prompt allowing audiences to appreciate the help given.
“ChatGPT opens up possibilities for people everywhere to learn, create, and grow,” said Kate Rouch, CMO at OpenAI. “This campaign shows those possibilities coming to life in everyday moments - real ways people are exploring, and expressing themselves with ChatGPT.
“Our job is to show that ChatGPT can add value in daily life. Success is helping people unlock its full potential as they unlock their own. This campaign is rooted in authenticity and product-led storytelling, letting the product spark emotion by showing, not telling.”
“Connecting with people on a human level is at the heart of what makes this work so meaningful,” commented Michael Tabtabai, VP of Creative at OpenAI. “I’m proud of the way our teams and creative partners came together to create this campaign, it sets the intention for how we want to show up as a brand: with humanity, creativity, and a clear focus on people.”
“The joy of creating this work began with shared intention and partnership,” explained Zach Stubenvoll, Executive Creative Director at OpenAI. “At OpenAI, creativity is a team sport. We brought together our in-house creative teams along with our partners to create a new approach to craft. We shot the TV spots on film using custom-made lenses and used ChatGPT as a co-creator throughout the creative process. This helped us expand our thinking, brainstorm new characters, and as you’ll see, became a critical part of the spot itself.”
“Working with OpenAI to establish and craft the first iteration of what a ChatGPT brand campaign feels like, is a rare and special thing,” noted Laurie Howell and Toby Treyer-Evans, CCOs and founders of Isle of Any. “We wanted to find an idea that felt simple, tactile and plays differently in the space – showing how ChatGPT can help us co-create these small moments and stories in our lives – with us, not for us.”
