OpenAI has launched its first global brand campaign for ChatGPT, following its February 2025 Super Bowl debut. The new initiative highlights how people use ChatGPT in everyday life—whether cooking, planning a trip, or starting a workout—showcasing the bond users have built with the tool. 🎬💻
Why launch a global ChatGPT campaign now?
OpenAI is moving beyond product awareness to long-term brand building. The goal: to connect emotionally with users by showing small, relatable moments of discovery, productivity, and creativity.
How was the campaign executed?
The initiative includes several 30-second spots crafted by OpenAI’s in-house team alongside agency Isle of Any and acclaimed director Miles Jay. Each spot features real-life scenarios that highlight ChatGPT’s role in daily routines.
What channels does it include?
Beyond film, the campaign expands to OOH advertising and digital content inspired by real use cases—bringing ChatGPT into both physical streetscapes and online feeds to maximize cultural visibility.
What’s the bigger strategy?
Elke Karskens, OpenAI’s international marketing director, explained that the campaign aims to create deeper connections with users by reflecting how AI supports real, everyday creativity and productivity. It’s about showing ChatGPT as both practical and personal.
FAQs about this campaign
What is OpenAI’s new ChatGPT campaign about?
It’s the first global brand campaign, showing how people use ChatGPT in daily life—cooking, planning trips, and training.
Who created the campaign?
The OpenAI internal team worked with Isle of Any and director Miles Jay.
How is the campaign activated?
Through 30-second video spots, OOH placements, and digital media inspired by real use cases.
What’s the main goal?
To strengthen OpenAI’s long-term brand presence and build deeper connections with users worldwide.
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