There’s an old rule in marketing that says people don’t care how you made the thing; they care how it makes them feel. And maybe that was true, but now people care more than ever not only about how things make them feel but also about the process of making them. ChatGPT’s new ad campaign makes this clearer than ever. Instead of using AI, the campaign is shot on film, with real actors and a recurring visual motif: two people and one screen.
It’s not one lonely person staring into the void of their laptop. It’s not reliant on telling the story of the future of tech. It’s not spookily reminiscent of the movie Her. It’s two people. Together. And it’s about human connection.
