"After years of product launches masquerading as marketing strategy and CEO keynotes pretending to build the brand, OpenAI has finally gone full Field and Binet. After an initial launch in the USA this week, the campaign hit the UK using the most advanced brand-building technology: the 'TV ad,' bolstered by that other advanced digital medium: 'outdoor advertising.' Elke Karskens, head of international marketing for OpenAI, recently told The Drum that she is in "building mode". Let's look at the building blocks."
"The spots show mundane moments of quiet triumph, superimposing the prompt that led to this outcome. A man manages ten pull-ups while an exercise routine scrolls over the top of his exertions. A woman is quietly impressed with her boyfriend's home-cooked meal as the menu runs across the final fifteen seconds of the ad. The message is simple and profound. AI is here for everyday tasks."
OpenAI launched a global brand campaign using emotional, film-shot TV spots and outdoor advertising to showcase everyday uses of ChatGPT. The ads present mundane victories with the prompt that produced each outcome superimposed on screen. Scenes include a man completing ten pull-ups with an exercise routine scrolling and a partner admiring a home-cooked meal with the menu displayed. The central message positions AI as a tool for everyday tasks that helps people do more of what matters. The campaign follows a period of confusing AI marketing marked by cryptic product names and frequent overlapping upgrades.
Read at The Drum
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