OpenAI has launched its first large-scale brand campaign, and instead of highlighting futuristic visions of artificial intelligence, it’s putting humans front and center.
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The campaign features three cinematic mini-films: Road Trip with ChatGPT, Pull-Up with ChatGPT, and Dish with ChatGPT. Each begins with a real prompt typed into ChatGPT. The AI’s response then appears as film-style credits, framing a slice of everyday life that plays out on screen: planning a road trip, nailing a set of pull-ups, or cooking a new dish.
Directed by Miles Jay (SMUGGLER) and developed with creative agency Isle of Any, the spots borrow the tone of indie cinema more than traditional tech advertising. The result is understated, emotional, and very human.
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- Road Trip with ChatGPT – planning routes, finding destinations, curating playlists.
- Pull-Up with ChatGPT – tracking progress and giving personalized training tips.
- Dish with ChatGPT – offering recipes, step-by-step cooking guidance, and culinary inspiration.
Each short film pairs these moments with iconic tracks, amplifying the emotional impact and positioning ChatGPT as a discreet but motivating companion.
From Tech Tool to Everyday Brand
The campaign is rolling out across the U.S., U.K., and Ireland, backed by a major media push that includes giant outdoor placements at London’s Piccadilly Lights and other European cities, plus streaming and social channels.
Rather than touting AI’s raw power, OpenAI is focusing on accessibility and relatability. By showing how ChatGPT can help people cook better, travel smarter, or reach fitness goals, the company is reframing the conversation around personal benefit and everyday value. This approach also answers some of the skepticism surrounding AI.
Instead of leaning into complexity or hype, OpenAI has chosen warmth, simplicity, and humanity. It’s a strategic move to make ChatGPT feel less like a piece of tech, and more like a brand people can live with.
With its first major campaign, OpenAI is making a bold statement: AI doesn’t need to feel abstract or intimidating. It can simply be a quiet co-pilot for life’s big and small moments.
