OpenAI has launched its first extended brand campaign for ChatGPT—and it’s refreshingly human.
Three 30‑second films follow everyday moments: cooking for a date, siblings planning a road trip, and someone starting a fitness routine. As each scene lands, a simple ChatGPT prompt appears and the replies roll like movie credits.
Shot on 35mm and crafted with indie agency Isle of Any and director Miles Jay, the campaign uses AI as a creative partner while keeping the final craft distinctly human. Placements span TV, streaming, social, and OOH across the US and UK.
What’s New In OpenAI’s ChatGPT Brand Campaign
Human‑Led Storytelling: Real, slice‑of‑life scenarios replace feature dumps.
AI As Co‑Creator: ChatGPT helped with ideation; humans owned the taste, edit, and final cut.
Cinematic Craft: Shot on film with iconic music and restrained copy to feel timeless.
Cultural Reach: OOH creative shows everyday moments framed by the ChatGPT logo.
Why This Matters For Marketing Teams
Brand Maturity: When a category leader pivots to human‑led stories, the bar moves for everyone else. Expect execs to ask for work that “feels more life, less tech.”
Media Mix Discipline: TV + streaming + OOH + social only works when the core idea is simple enough to travel.
Proof Over Promise: With hundreds of millions of weekly users, “everyday moments” are credible proof points—not just claims.
Five Moves You Can Copy This Week
1) Build Around Real Use, Not Features
Tie your message to outcomes people care about, not jargon. To align story → channels → KPIs fast, use my Free Marketing Plan Template. It’s designed for lean teams and gives you clarity in one working session.
2) Treat AI As A Craft Partner
Use AI for velocity—brainstorms, variations, outlines—then let human taste lead. If AI sprawl is slowing you down, my piece on why AI Is Making Marketing Harder (And Here’s Why) shows what to cut and how to protect quality.
3) Show, Don’t Tell
Borrow the “prompt as credits” device. Open your demo, landing page, or case study with a real customer question, then show the outcome. When you’re ready to lift conversions, use the formulas in CTA Secrets That Convert 200% Better.
4) Go Beyond Tech Buyers
This campaign reaches culture, not just “AI buyers.” You can do the same with one simple story across paid, owned, and OOH. For a working example, see my breakdown: Ace Hardware CMO: Consistency Wins From Ad To Aisle.
5) Keep The Brand Human
Anchor your narrative in human creativity with AI as the amplifier. If you need a positioning refresher, read The Marketing Secret Coca‑Cola Uses and apply the frameworks to your next campaign review.
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Key Takeaway
The most powerful tech stories are human stories.
Use AI to explore more options—and use human judgment to choose the one that moves people.