Tag: Super Bowl

United States – OpenAI has debuted its first TV commercial at the Super Bowl event, with its ad done alongside Accenture Song, and aims to introduce everyday people to the transformative potential of artificial intelligence (AI), marking a milestone in AI’s journey into mainstream consciousness.

As the world approaches the Intelligence Age, OpenAI remains committed to ensuring that artificial general intelligence (AGI) benefits all of humanity. Their products, including ChatGPT, already empower millions to tackle daily tasks, enhance productivity, and solve complex problems. 

This Super Bowl ad serves as an invitation for people from all walks of life to consider how AI can enrich their personal and professional lives.

In terms of the creative process, while AI played a role in the ad’s creative journey, human professionals spearheaded the project’s execution. Accenture Song’s team collaborated with OpenAI’s Sora team to explore innovative ideas during pre-visualisation. However, the final product remains a testament to human craftsmanship, featuring a unique visual style crafted through 2D hand animation and 3D procedural rendering (Houdini).

For Accenture Song, the creative goal was simplicity—cutting through the noise to deliver OpenAI’s vision for the Intelligence Age in a direct, visually compelling manner. Sora served as an experimental tool for rapid ideation, allowing creatives to explore a variety of concepts before refining their final approach.

‘The Intelligence Age’ uses a pointillism-inspired animation style, drawing from OpenAI’s core brand identity and the ChatGPT interface. Throughout the ad, a single data point—referred to as ‘The Point’—transforms into moving iconography, illustrating key moments of human progress leading up to AI’s emergence. This visual metaphor reflects OpenAI’s foundational philosophy: every idea, breakthrough, and innovation begins with a single observation, a single point.

Meanwhile, ‘The Point’ is not just a symbol—it underpins OpenAI’s identity system, influencing its typeface, iconography, and design language. It also appears in the ChatGPT interface, making it a familiar visual cue for users. In the ad, ‘The Point’ serves as a reminder that AI, like all human advancements, is a tool born from curiosity, research, and discovery.

Through ‘The Intelligence Age,’ OpenAI hopes to spark curiosity and inspire individuals to explore the new possibilities AI can bring into their lives. The Super Bowl ad is not just a commercial—it’s an invitation to be part of a defining moment in technological history.

Sydney, Australia – Media agency Initiative has announced that it is bringing back its ‘Marketing Multi’ betting platform, calling for the marketing industry to participate and try to predict the marketing trends around the upcoming Super Bowl. 

Built by Initiative’s cultural analytics department, Marketing Multi crowdsources predictions from industry experts across the world and combines it with generative AI to provide the most eclectic multi-market with odds updating live every day.

From celebrity ad cameos,expensive brand ads, and commercials made entirely by AI, Marketing Multi’s betting options features a series of strong contenders and wild cards to make it interesting. 

In the competition, punters can only bet yes or no on whether an outcome will occur and how many times they predict the outcome occurring. Scoring is based on probability with the final odds from each day added to a punter’s daily score calculation. Whoever has the highest cumulative score earns a highly sought after and super-legitimate official ‘Marketing-Multi Super Bowl Ring’.

For this 2024, the platform has evolved to feature new AI powered ‘match insights’ to guide first time betters. Using historic super bowl advertising trends and live web results, this will enable people to better understand the likelihood of each outcome and choose whether to play it safe or risk it.

Talking about this initiative, Chris Colter, chief strategy & product officer at Initiative, said, “The Super Bowl is the only place in culture where people not only pay attention to the ads, but actively lean into them. As brands open their wallets to take a real punt on leaving a lasting impression, it’s become a cultural litmus test for the trends that matter.”

Meanwhile, Ryan Haeusler, head of communications design at Initiative and architect of the platform, commented, “Every year we’ve looked to not just rerun The Marketing Multi, but evolve the experience. With these new AI powered features, it now offers a more equal playing field for people to participate and add to our already diverse winners list.”

The Marketing Multi is open to all agencies, marketers, media owners, or anyone simply wanting to have a punt and have some fun, with bets closing on February 7, 2024.