"A young couple is casually hanging out in an apartment. The girl takes a fork full of food off a plate, as the young man asks, "Good?" She nods, furrowing her brow in a way that signals slight surprise that she's impressed. "Really good." As "Fool" by Perfume Genius fades in, the white text of a ChatGPT prompt overlays on the frame: "I need a recipe that says, 'I like you, but want to play it cool.'" ChatGPT's answer? Lemon Garlic Pasta with Cherry Tomatoes."
"The spots depict everyday uses of ChatGPT, from finding recipes, to sourcing exercise tips, to road-trip planning. It's a stark departure from the brand's only other commercial, which aired during the Super Bowl, and lacked any real emotion. Now, about seven months later, after building up its internal creative team, OpenAI is releasing work that's capital-A advertising, aiming right at our hearts and minds."
OpenAI's first major brand campaign for ChatGPT features emotionally resonant ads portraying everyday uses of the assistant, including recipe suggestions, exercise tips, and road-trip planning. One spot shows a couple reacting to a Lemon Garlic Pasta recipe generated from the prompt 'I need a recipe that says, "I like you, but want to play it cool."' The campaign marks a stark departure from the earlier Super Bowl commercial by emphasizing warmth and relatability. OpenAI built an internal creative team and after about seven months is releasing capital-A advertising intended to engage feelings and minds as competition for AI users intensifies.
Read at Fast Company
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