After making a bold $14 million splash with The Intelligence Age during the Super Bowl – a spot that placed artificial intelligence alongside humanity’s greatest milestones – OpenAI has returned with its first global brand campaign. This time, the tone is softer, highlighting how ChatGPT quietly supports everyday moments rather than stealing the spotlight.
The campaign features three short films crafted by Isle of Any in collaboration with OpenAI’s in-house team. Each vignette turns simple scenarios into small triumphs: a brother pulls off a perfect road trip with his sister, soundtracked by Neil Diamond; an unassuming man finally masters a pull-up with a personalised plan; and someone nervously cooking for a crush gets a recipe that strikes just the right note – all set to Perfume Genius’s Fool.
Instead of grand statements, the ads roll like film credits, with prompts and responses replacing cast and crew names – subtly positioning ChatGPT as the behind-the-scenes collaborator who helps make life a little smoother.
In India, OpenAI has taken a more contemplative approach. Its maiden OOH campaign features plain-text prompts set against minimal backdrops, offering a calm contrast to the usual visual clutter of local billboards.
The message is clear: ChatGPT isn’t here to outshine you – it’s here to make you shine. But as the closing line suggests, today’s co-star may well decide to write tomorrow’s script.
