Openai has launched a new campaign to promote Chatgpt’s virtues. In it he leaves behind the grandiloquence of his first announcement, in which he presented to Chatbot as the last great milestone of human innovation, to now embrace simplicity and everyday life, postulating the tool as an ally in the day -to -day life of users.
In this new campaign, devised by the Creative Isle of Any agency, commitment to human and simple stories that transfer the practical application of Chatgpt. It consists of three different pieces, inspired by different cases of real use, which transfer the small, but significant, ways in which people use the platform.
Thus, one of the pieces reflects how chatgpt can be used to plan a trip with a loved one. Spots, with Smuggler production, give prominence to people and, with a marked film style, reveal that the scene is the result of the indications and responses of the assistant, which are presented as credit titles.
The ads also show how Chatgpt can help in the search for ideas in the kitchen, or propose steps to achieve a fitness target.
The pieces have been filmed in 35 mm film.
“We loved the idea that the viewer felt as if he had just introduced into the final scene of a movie”, Commented Laurie Howell and Toby Treyer-Evans, founders of Isle of Any.”We wanted these little moments to feel high and give a scale to how chatgpt helps to co-create small moments in our lives”
As they move from the agency, the work has put the focus on providing each announcement with their own personality, through the construction of characters, the staging or music, which plays a prominent role in the creation of the different atmospheres. “Fool” by Perfume Genius; “Somoone, Somowhere (In Summertime)”, by simple minds; And “Brother Love’s Traveling Salvation Show”, by Neil Diamond, are the songs that have been used in the campaign.
OpenAi seeks to present himself with humanity, creativity and focus on people
From Openai they consider that it transfers the intention of how the company wants to present itself as a brand: with humanity, creativity and a clear approach to people. “Connecting to a human level is the key to what makes this work so significant”, Said Michael Tabtabai, creative vice president of Openai.”It is in the nature of Openai, our way of thinking, collaborating and creating, focusing on what Chatgpt can do for people in their day to day”
They also explain that the campaign is the result of collaboration, not only between the OpenAI team and the agency, but also with Chatgpt itself. They point out that they have used the tool as “co-creator throughout the creative process”This, they say, has helped them expand their perspective, or generate ideas for new characters.
With a human approach, both in the work process and in the narrative, OpenAi hopes to mold the perception of a segment of users who consider that the tool negatively impacts creativity.
This is the first international campaign for Chatgpt, which will be activated in the United States, the United Kingdom and Ireland, with television executions, streaming platforms and social networks, thanks to PHD media planning. It will also include outdoor advertising creativity, which focus on people.
“We want to show how life can simplify and help them do more than they really care about”, Said Elke Karskens, International Marketing Director of Openai, according to Little Black Book. “The use of AI is deeply personal and the most shocking stories arise directly from how people experience chatgpt. Therefore, this campaign is based on an authentic and product -centered narrative: generating an emotional connection showing, not counting“
