OpenAI has finally done something interesting.
No, it hasn’t achieved the Singularity or ushered in nuclear Armageddon. It has launched something far more radical than that: a proper brand campaign.
After years of product launches masquerading as marketing strategy and CEO keynotes pretending to build the brand, OpenAI has finally gone full Field and Binet.
After an initial launch in the USA this week, the campaign hit the UK using the most advanced brand-building technology: the ‘TV ad,’ bolstered by that other advanced digital medium: ‘outdoor advertising.’ Elke Karskens, head of international marketing for OpenAI, recently told The Drum that she is in “building mode”. Let’s look at the building blocks.
The spots show mundane moments of quiet triumph, superimposing the prompt that led to this outcome.
