"This September felt like someone fired a starting gun, with the debut ads for two of the biggest chatbots launching within weeks of each other. Anthropic unveiled its first-ever Claude campaign (created by Mother), quickly followed by OpenAI's first dedicated ChatGPT campaign, made with Isle of Any. Both adverts told human-centred stories, about achievement, problem solving, everyday wonder. Both tapped into nostalgia and familiar cultural markers. Both were also very good."
"Soundtracked by an instrumental version of Madvillain's All Caps, the spot followed people solving problems, with a voiceover explaining that there's "never been a better time" to have one. Beyond the clever decision to borrow from the cultural weight of Madvillain - Apple knew the force of the soundtrack, too - the ad featured a certain utopian energy. There were markers of the human hand too, with strewn paper, orchestras, bike shops and chess boards all present."
"In a series of single-shot ads, Isle of Any focused on showing how ChatGPT can help make everyday tasks more achievable. Pull-Up, for example, follows a determined user trying to improve their pull-up game. Shot at dusk with an 80s patina, it could have easily ended with a Judd Nelson fist pump straight out of The Breakfast Club. "Emotion is everything," says Elke Karskens, head of international marketing at OpenAI."
Two major chatbot campaigns launched within weeks, each using human-centered storytelling and nostalgic cultural cues. Claude's spot uses an instrumental version of Madvillain's All Caps and showcases people solving problems, mixing utopian energy with tangible human details like strewn paper, orchestras, bike shops and chess boards to convey freshness and forward momentum. ChatGPT's campaign consists of single-shot ads by Isle of Any that show achievable everyday tasks, exemplified by a dusk-lit Pull-Up spot with an 80s patina. Both campaigns emphasize emotion, possibility, and deliberate tonal choices amid intensifying competition in AI marketing.
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