OpenAI rolls out first global brand campaign, makes India debut with OOH prompts

The company, in partnership with Isle of Any and its in-house creative team, has released three new ads

by e4m Staff
Published: Sep 29, 2025 11:00 AM | 1 min read

ChatGPT

After making noise at this year’s Super Bowl with its $14 million film The Intelligence Age, OpenAI has shifted gears for its first global brand campaign. The company, in partnership with Isle of Any and its in-house creative team, has released three new ads that place ChatGPT not at the centre of attention, but at the periphery of everyday life.

Instead of dramatic declarations, the films lean into understated storytelling. One spot follows a brother-sister road trip scored by Neil Diamond, another captures an average man conquering his first pull-up with the help of a personalised workout plan, and a third sees ChatGPT rescuing a nervous cook preparing dinner for a date, soundtracked by Perfume Genius. Each film unfolds like the end credits of a movie, rolling prompts and responses across the screen to suggest that ChatGPT is less the protagonist, more the quiet enabler.

In India, OpenAI has chosen a different route. Marking its plans for a Delhi office, the company has launched an OOH campaign built entirely around prompts on bare backdrops, no slogans, no visual clutter. In a market saturated with loud, colourful billboards, the stripped-down aesthetic signals quiet confidence.

Together, the campaigns underscore a simple positioning: ChatGPT may not be the star of the show, but it’s ready to make its users look and feel like one has.