"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 that uses emotional spots shot on film and broadcast on TV, supported by outdoor advertising. The ads depict everyday moments of quiet triumph with the prompts that produced each result superimposed on-screen. The creative emphasizes practical, routine uses of ChatGPT and positions AI as a tool for everyday tasks. The campaign rolled out first in the USA and then the UK, with OpenAI's international marketing head describing the effort as 'building mode.' Prior AI marketing suffered from confusing naming and rapid, overlapping product upgrades. The new work prioritizes classic brand-building techniques over product-led announcements.
Read at The Drum
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