OpenAI to Super Bowl fans: This technology is about to change your life

The challenge is formidable: Create an ad campaign that somehow shows a brand’s integral role in a pivotal moment of human history. But also, like, make it fun?

When OpenAI’s ChatGPT hit 100 million users two months after its launch in November 2022, a UBS study declared it the fastest-growing consumer application in history. Now at upwards of 400 million users, ChatGPT might be the best-known consumer product to invest the least in advertising. Historic product awareness, zero brand awareness. 

For OpenAI chief marketing officer Kate Rouch, the Super Bowl was the perfect stage to start telling the world what the brand actually means. 

“Obviously, 130 million people are watching this,” says Rouch. “ChatGPT has 400 million users worldwide, so it’s not a niche technology. But we do have an opportunity to help them understand both the historical moment we’re in as well as the fact that they can participate today in this new movement and use these tools right now.”

The ad cleverly uses ChatGPT’s cursor dot to show people how it “thinks.” Set to cheerful music, we see eras of human progress animated in the dots. From fire to the wheel to agriculture, trains, the lightbulb, air travel, space exploration, and computing, until we see the tagline, “All progress has a starting point.” 

It’s a conscious move to embed the product in the brand message. Rouch made a similar move back in the 2023 Super Bowl, when she was CMO at Coinbase. The crypto exchange’s floating QR code ad went viral and drove so many people to its platform that the app crashed. 

“When you ask ChatGPT a question, the dot comes up, and that is actually expressed in other OpenAI products as part of the brand design that we just refreshed,” says Rouch. “People are sitting around at Super Bowl parties, and they’re going to be like, ‘Whoa, hey do you use ChatGPT? How do you use it?’ And they’ll pull out their phones.”

Building the brand

The Super Bowl ad comes at a compelling time for the OpenAI and ChatGPT brand. Long the leader in awareness, the recent launch of DeepSeek has added a new element of competition for what AI tools will be in people’s pockets.

Given its head start, Rouch’s focus is on talking to the 400 million people who have been using ChatGPT about what exactly it can do. While we all worry about the impending robot apocalypse or hail a new technological age, there’s a massive gray area between that existential level and using generative AI to help you write a better email. The brand’s job is to bridge that divide.

“What we’re attempting to do here is two things,” says Rouch. “Find that middle ground, which is to say, on one hand it is important that people understand this isn’t status quo. This is the dawn of the intelligence age. There’s something important happening historically here that you should know about. But also that this is a tool in your pocket right now that can do tons of interesting things for you.”

That’s where the Super Bowl ad comes in. 

Connecting the dots

To create OpenAI’s first major brand ad, Rouch enlisted Accenture Song CEO David Droga and his agency, which have created many Super Bowl ads for brands. The agency’s approach—a peppy, product-first narrative—has a familiar connection to work Droga’s namesake agency Droga5 made for the original Google Pixel back in 2016. Back then, it was the search bar transforming into a phone. Here, it’s the dots illustrating the historical context of these new AI tools. In both cases, the message comes through loud and clear: This technology is about to change your life.

Droga and Song have long been bullish on AI. In 2023, Song parent company Accenture announced it would spend $3 billion on AI over three years, and Droga has talked about the impact generative AI would have on advertising creative, emphasizing these tools would allow humans to create better ideas quicker and more often. 

Many brands start thinking about their Super Bowl work in the summer. Rouch started her job in December. She says the ad itself was created with humans, but the concepting and experimentation on ideas did utilize AI tools like OpenAI’s video GenAI tool Sora. “We use it as a concepting tool, so nothing you see in the ad was created by Sora,” says Rouch. “But because we made this on a pretty compressed timeline, it really helped the creatives prototype, experiment with camera angles, and things like that, all to speed up the process.”

For OpenAI, the Super Bowl is an announcement of its ambition to go beyond a ubiquitous product and become the next iconic tech brand. It’s got the hype, now Rouch is looking to add the emotion to its brand. 

“At OpenAI, the mission is to create safe AGI, or advanced artificial intelligence, that benefits all of humanity,” says Rouch. “That’s a very intentional mission, so you will see that in our ambition and approach to build the brand and interact with people.”

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