From workouts to meals: ChatGPT's major ad campaign goes live
What's the story
OpenAI has launched its first major brand campaign for ChatGPT, across the US, UK, and Ireland. The campaign will be featured on TV, streaming services, outdoor displays, and social media. It showcases how people are using ChatGPT for everyday tasks like planning workouts or cooking meals. The 30-second ads were created by OpenAI's in-house team with Isle of Any, an independent agency led by ex-Droga5 creatives Laurie Howell and Toby Treyer-Evans.
Ad strategy
New ad style and approach
The outdoor campaign features people in everyday situations, such as sitting on steps, exercising, or repairing a car. These visuals are paired with the ChatGPT logo. OpenAI said that while ChatGPT was used for brainstorming during the process, the final work was produced by human creators and shot on 35mm film. This marks a shift from OpenAI's previous marketing strategy which focused on single major moments like its first Super Bowl advertisement in February.
Expansion
Speculation about OpenAI's move into advertising technology
In August, OpenAI appointed PHD as its global media agency of record, indicating a wider expansion of its marketing efforts. The company claims that ChatGPT is now used by over 700 million people each week. The brand campaign comes amid speculation that OpenAI could be moving into advertising technology after its recent search for an ad head and an engineer to build internal paid media tools.