Sure It Can Pass the Bar Exam, But Can AI Make the Super Bowl Creative Cut?

There continues to be excitement and confusion around AI-powered creativity. Is it a design tool? Is it a writing tool? Is it an ideation tool? Is it an experience tool? Is it going to replace me? 

Artificial intelligence platforms, like ChatGPT or Midjourney, are the latest new playground for the human mind. We already know ChatGPT is intellectually gifted — it even passed the bar exam. But can it keep up with that other widely accepted measure of a superior mind: Super Bowl creativity? 

By its own admission (I asked), ChatGPT is relying on the collective works of things that came before it. Specifically, things that came before 2021. So it has no idea of the idea that Zeus became the proud owner of a BMW electric vehicle last year. 

    Me: Describe how Zeus loves having an electric car

    Chat GPT: I'm sorry, I am not aware of any information about Zeus having an electric car or any context of Zeus expressing any preferences or emotions about owning one. 

But it does know about this creative tragedy: 

    Me: Describe what happened to Mr. Peanut

    ChatGPT: Mr. Peanut, the mascot for Planters peanuts, died in a Super Bowl commercial in 2020. The advertisement showed Mr. Peanut sacrificing himself to save his friends after their nutmobile crashed. 

So ChatGPT knows about creative ad ideas after the fact, and there are numerous articles about how it can iterate on fully formed ideas. How close could it get to imagining a conceptual advertising idea? Blank page stuff? I fed ChatGPT a strategic premise from a few of last year’s most popular creative spots. And then I did the same with a few of the ads from Sunday night. 

What I learned is that if you don’t start with an idea, ChatGPT is probably not going to give you one. So back to Zeus. I fed ChatGPT the germ of last year’s BMW idea: “Write a commercial that features Zeus as a character who loves living in a modern world with electric cars.”

ChatGPT: “Greetings mortals! It's me, Zeus, and I'm here to tell you about the latest and greatest invention in the modern world. This beauty right here is an electric car, and let me tell you, I am in love with it. No more noisy and smoky chariots for me, this car is pure clean energy and a joy to drive. You know what's even better? With electric cars, I can go anywhere I want, and save the environment while I'm at it. Who says gods can't be eco-friendly? And let's not forget about the power of electricity. I mean, I am the king of lightning, so you know I love that kind of energy. So go ahead, mortals, join me in this modern and green revolution. Trust me, you won't regret it! [Screen fades to black, and the text "Drive Electric, Drive Happy" appears on the screen, followed by the logo of the electric car brand]”

See that last thought about being the king of lightning? Of all the creative angles from that idea prompt, that’s close to the one BMWs exploited in their Super Bowl spot. So AI got there. Sort of. Like monkeys at the typewriters. 

Again and again, I fed ChatGPT a strategic crux, and again and again received unimaginative responses back. However, the moment I added the hook of an idea, it jumped right in. 

Here’s me feeding it Sam Adams new 'Brighter Boston' spot: 

Describe a commercial in which interactions of stereotypical Boston residents are newly optimistic and nice. 

CHATGPT: The commercial opens with shots of typical Boston landmarks like Fenway Park and the Paul Revere statue. We hear a jovial, upbeat song playing in the background.

Cut to a shot of a gruff, traditionally surly-looking Bostonian walking down the street, when suddenly, he sees a stranger approach him. Instead of scowling or ignoring the person, the Bostonian flashes a bright smile and greets them warmly.

The next shot shows a group of Red Sox fans having a lively debate about the team's chances this season. They're all smiles, and everyone is genuinely engaged and having fun.

In another scene, a couple is walking their dog through the Commons, and they stop to help a tourist who's lost. The couple and the tourist all share a laugh, and the tourist thanks them warmly before they go on their way.

The commercial ends with a shot of the entire city, with people from all walks of life interacting with each other in a positive, friendly manner. A tagline appears on the screen, something like, "Boston: A city full of warm hearts and bright smiles.

Not scene by scene, but kinda sorta. And look at that: it even stumbled onto the premise of the 'brighter' message, without a prompt. Or maybe it didn’t stumble.

What would happen to a beer ad idea that hinged on beer itself, like Budweiser did on Super Sunday? I asked ChatGPT to give me an anthemic spot about people being connected by beer. I held back on Bud’s “six degrees of separation” hook but I did give my new “writer” a head-start by asking for it in the style of Hal Riney. 

It gave me this: 

It goes on and on. But “the people of the beer”? That’s an idea right there. Makes you want to jam on that thought with someone, right? Might be worth getting our over-active imaginations together over a beer and seeing what happens. I suppose we could invite the chatbot, too.

I’m OK with not fully understanding what AI will bring to the creative world yet. Let’s play with it and see. What I do know is that it can’t be ignored — it’s going to influence our industry if not upend it. I also know that filling a blank page with an original idea is still the ultimate test of human imaginations. That blank page may just become a text prompt.