Some headlines would have you believe that OpenAI’s ChatGPT can do anything – copywriter Alex Hamilton used the tool to come up with a new brand idea and a launch spot: this is what he (and it) came up with.
I wanted to put AI to the test and see if it could create the next big thing, so I created a brand and ad campaign for a new soft drink company, GreenSip, using an AI-powered language model, ChatGPT. I had a conversation with my new AI colleague to help analyse its potential in advertising and creative tasks, who knows, maybe I’ll even replace myself with it, or at least make it my intern.*
*This introduction was written by Chat GPT – the cheek!
Everyone is talking about ChatGPT. Or should I say, everyone is talking to ChatGPT.
Rather than googling questions, you can just ask ChatGPT for answers. Need an email written? Let ChatGPT do it. Need some complex ideas broken down into a simple summary – ChatGPT. Does your CV need refreshing? You got it. It’ll even write computer code in almost any language, and leave little notes along the way explaining what it’s doing.
But what about creative tasks? How useful is it? And, the big question most creatives have pondered these last few weeks – how much of a risk is it to their own job security?
I gave ChatGPT a test drive. Getting it... him... her... (we’re basically colleagues now) to come up with a brand, a brand idea and a script for a TV advert.
You can read the transcript here.
What worked and what didn’t work
Now, my new intern wasn’t perfect. Some things were a little rusty. Like understanding the difference between one and two syllable words. Or remembering different layers of script feedback across multiple scripts. Or coming up with an out-of-the-box idea that taps into the zeitgeist, contemporary memes and culture.
But some things were unbelievably good. Like understanding what a brand idea is, how to apply it, and coming up with one to match the brand brief in approximately three seconds flat. Sure, it wasn’t the most challenging brand project – an environmentally focussed soft drink company aimed at the youth of today is a task you might find in an episode of The Apprentice. But its understanding of the brief was on the nail.
It handled feedback on each individual script iteration with ease, and understood direction in depth. You know it gets it when it explains back to you what you want in its own words – see the bit about visual scripting.
But what was most impressive was the conversation I had with ChatGPT afterwards. This was, in many ways, like talking to a real person. It understood the creative process and its part in that. Acknowledging that it is best used in collaboration as a tool, rather than a replacement for creative ideas.
This for me personally was a bit of a lightbulb moment.
The world has changed
The world changed massively when the offshoots of Industrial Light and Magic and Pixar managed to render images in the virtual space – giving birth to Photoshop and later CGI.
The world changed massively when Sir Timothy John Berners-Lee found a way to share text and information across computer networks – forging the age of the internet.
The world is going to change again massively now, with advanced tools like ChatGPT helping people solve problems at accelerated pace.
I was careful in this experiment to leave ChatGPT to its own devices. I didn’t want to influence its creative process too much. This was about seeing the limitations of its creativity – but what it’s really shone a light on, are the possibilities of it as a tool.
I could have asked ChatGPT for 100 brand names 100 times, and it would have delivered in seconds not days. It knows every word in the dictionary, and it knows which words work well together. The bit it doesn’t do as well, is knowing how those word choices fit into culture. For now, at least, that bit remains my job.
Is AI like this going to take creative jobs?
The answer is no. More importantly, you’re looking at it the wrong way. AI will improve the creative process, leading to further exploration and faster experimentation – the same way any technology does.
There’s a reason I compared this to Photoshop and the internet above. Both are examples of tools that have accelerated creativity.
Prior to the internet, inspiration was sought in libraries and magazine/portfolio collections – nowadays you just have to think it and you can seek it out. There’s a lot of filtering that needs to be done, but there’s no question that the internet has accelerated the process of finding inspiration.
Photoshop too is a tool that’s replaced the old ways of cutting and sticking and hand drawing everything with a much faster drag and drop process. Not only is it quicker and easier to mock things up, you can get closer to the final product – which is particularly helpful when making sure everyone’s on the same page.
My key takeaways from the conversation were not to fear AI creativity; not to worship it like the supercomputer ‘Deep Thought’ from The Hitchhiker’s Guide to the Galaxy; but to find better ways to use it as a tool to accelerate my own creative process.
When you know you can get an answer to almost anything – the hardest part is knowing which question to ask.
Transcript
Do you know what a brand idea is?
A brand idea is a simple and concise statement that encapsulates the core values, purpose, and positioning of a brand.
It serves as a guide for all of the brand’s communication and activities, and helps to differentiate it from its competitors.
A brand idea should be meaningful, memorable, and differentiated, and should inspire and guide all of the brand’s communication and activities. It’s a way of creating a promise to your customers of what you are and what you stand for.
Do you think if I gave you information about a brand, you would be able to create a brand idea for it?
Yes, I should be able to help you create a brand idea for your brand if you provide me with enough information about it.
In order to create a brand idea, it’s important to understand the brand’s history, values, target audience, and unique value proposition. With that information, I can help you come up with a statement that encapsulates the brand’s core values, purpose, and positioning in a simple, memorable, and differentiated way.
Also, as a reminder, coming up with a brand idea is a creative exercise, it’s important to keep in mind that a brand idea can be iterated and refined, so don’t hesitate to revisit it in the future to make sure it’s still on target.
So this brand is a new company that makes soft drinks. There’s one flavour. The target audience is focused on teens and young adults but it can be enjoyed by everyone.
Values are sustainability, excitement, curiosity, the next big thing.
Its unique proposition is that it provides its audience with great tasting soft drinks with minimal sugar and that put the environment first in terms of packaging and production methods.
It’s a newcomer to the soft drinks world, but would be competing directly with the likes of Coca-Cola.
Firstly, any ideas for a name for this brand? Something catchy, that younger generations can get behind?
Here are a few name ideas for your new soft drink brand that align with the values, target audience, and unique proposition you’ve described:
‘GreenSip’
‘Sustaini-Pop’
‘Eco-Fizz’
‘FutureSip’
‘Neo-Pop’
‘Radical Refresh’
These names all incorporate a focus on sustainability and the environment, which is a key aspect of the brand’s unique proposition. They also have a bit of a youthful and fun vibe, which is appropriate for the target audience of teens and young adults.
It’s important to note that coming up with a catchy, memorable brand name that resonates with the target audience and represents the brand’s values and proposition is a challenging task, but the above names should give you a good starting point.
The brand name should be easy to say, spell and remember, also it should be legally available and not infringing any trademarks.
Nice. Can we try some that make the brand’s name one syllable, like Coke, Sprite, Lilt. It could be a made-up word.
Sure, here are a few one-syllable, made-up name ideas for your new soft drink brand that align with the values, target audience, and unique proposition you’ve described:
‘Siply’
‘Zesto’
‘Nektar’
‘Zyn’
‘Ekko’
‘Fyn’
The one syllable name could make it more memorable and easier to catch on, especially with younger target audience.
Additionally, using made-up names allows for more creative freedom and the possibility to create a unique name that stands out. Also, it’s relatively easier to have a clear trademark registration as it’s less likely to be confused with existing brands.
As with any brand name, it’s always important to test it out with your target audience to see if it resonates with them.
Let’s go with GreenSip. Can you create a brand idea for GreenSip?
Sure, here’s a possible brand idea for GreenSip: “Refreshing the world, one sip at a time.”
This brand idea encapsulates the core values of sustainability and environmental responsibility, as well as the brand’s unique value proposition of providing great-tasting, low-sugar soft drinks with environmentally-friendly packaging and production methods.
It also positions the brand as a solution for people who care about the environment, but still want to enjoy a delicious and refreshing drink.
It’s simple, yet memorable and inspiring statement that aligns with the company’s values and proposition. It’s a promise to the customers that every sip of GreenSip will not only refresh them but also help in preserving the environment.
Can you write me a 30 second script for a tv advert that will make people remember GreenSip?
Sure, here’s a possible 30-second script for a TV ad for GreenSip:
[Opening shot of a group of friends hanging out at a park on a sunny day. They are laughing and having a good time.]
Narrator: (voiceover) “Introducing GreenSip, the refreshing new soft drink that’s not only delicious, but also good for the environment.”
[Cut to a shot of the group of friends passing around a GreenSip can. The can is prominently displayed, with the logo and packaging clearly visible.]
Narrator: (voiceover) “Made with minimal sugar and eco-friendly packaging, GreenSip is the perfect choice for anyone looking for a tasty, guilt-free drink.”
[Cut to a shot of the group of friends enjoying their GreenSip cans, smiling and laughing.]
Narrator: (voiceover) “So next time you’re looking for a refreshing drink, reach for GreenSip. Because every sip counts for a better world.”
[Cut to a shot of the GreenSip logo and tagline “Refreshing the world, one sip at a time.”]
Narrator: (voiceover) “GreenSip, refreshing the world, one sip at a time.”
[Closing shot of the GreenSip logo on a black background, with the sound of a can being opened and poured.]
The script aims at visually introducing the product and its values, while emphasizing the unique proposition of sustainability and eco-friendly, and it’s a way to appeal to the conscious and socially aware target audience. This commercial should help people remember the brand name, the product and its values, the idea of being a responsible consumer while still enjoying a refreshing drink, and make it appealing enough to pick it up next time they are in a store.
Ok can we try again with the TV script, but this time make it more funny and add some weirdness to it. Less corporate and more wacky.
Sure, here’s a possible 30-second TV ad script for GreenSip that incorporates more humor and quirkiness:
[Opening shot of a guy in a lab coat, standing in front of a large lab equipment, he starts speaking in a very serious tone]
Scientist: “Welcome to the GreenSip research lab, where we’ve been working tirelessly to create the perfect soft drink for the environmentally conscious consumer.”
[We see the scientist accidentally spills a beaker of liquid, he looks around and giggles]
Scientist: “Whoops! I mean, the environmentally conscious and also the klutzes, like me.”
[He takes a sip from the beaker and reacts with pleasure]
Scientist: “And let me tell you, it’s delicious! Made with minimal sugar and eco-friendly packaging, GreenSip is the answer to your thirst and your conscience.”
[The scientist starts to play around with the lab equipment, making silly faces and doing silly actions, meanwhile on the screen we can see the can of GreenSip]
Scientist: “So next time you’re looking for a drink that’s not only refreshing but also good for the planet, reach for GreenSip. Because why not have fun and save the world at the same time?”
[Closing shot of the GreenSip logo on a black background, with the sound of a can being opened and poured and the scientist’s laughter in the background.]
The idea behind this script is to make the ad more light-hearted and memorable by adding a bit of humor and quirkiness to it. The scientist character, with his lab coat and equipment and the way he messes around with it, can be funny and relatable, which could make audience more likely to remember the ad and the brand. The script emphasizes the unique proposition of the product and its value, sustainability, in a fun and relatable way, which can make the ad more appealing and memorable for the audience.
I like the idea of a scientist in a lab. Can we lose the explanatory dialogue it’s a bit cheesy? Maybe you could try again and find a way to express the essence of the GreenSip brand visually?
Sure, here’s a possible 30-second TV ad script for GreenSip that relies more on visual storytelling and less on dialogue:
[Opening shot of a scientist in a lab coat, frantically scribbling on a notepad, surrounded by beakers and test tubes, he’s deep in thought]
[As he works, we see a series of shots showing different elements of GreenSip – shots of natural ingredients being mixed together, the eco-friendly packaging, and people enjoying the drink]
[The scientist stops scribbling and looks up with a smile of realization, he stands up and walks over to a large test tube filled with bubbling green liquid]
[He takes a sip, then smacks his lips together and nods in satisfaction as we hear a “fizz” sound effect]
[The scientist picks up a can of GreenSip and holds it up triumphantly, as we see a shot of people enjoying the drink in different locations – at a park, at a concert, at a party]
[Closing shot of the GreenSip logo on a black background, with the sound of a can being opened and poured and the scientist’s satisfied sound of “mmm” in the background.]
This script uses visual storytelling to convey the brand’s values of natural ingredients, sustainability and refreshment in a fun and non-didactic way. It’s relying on the audience to make their own connections and thus make the ad more memorable. The scientist character, with his lab coat and equipment and the way he is experimenting and find the perfect mix, is an illustration of the care and attention GreenSip put in their product. The audience will see the process and the outcome and the link between the two and relate to the idea that GreenSip is a drink made with care and consideration for the environment and the consumer.
Can we try another one that makes me laugh? We also don’t need shots of people enjoying GreenSip, only the scientist.
Sure, here’s another possible 30-second TV ad script for GreenSip that emphasizes humor and focuses on the scientist character:
[Opening shot of a scientist in a lab coat, sitting on a stool with a sad look on his face, we hear a sad violin music in the background.]
Narrator: “Introducing GreenSip, the soft drink that’s not only delicious but also good for the environment.”
[Shot of the scientist looking at a can of regular soda, looking sad and dejected]
Narrator: “But our lead scientist, Dr.Fizzy, wasn’t satisfied with just delicious, he wanted something more.”
[The scientist stands up, puts on some upbeat music and starts dancing, he starts to experiment with different ingredients and equipment]
Narrator: “After months of hard work, he finally found the perfect recipe, minimal sugar, eco-friendly packaging and taste so good, even he couldn’t stop dancing.”
[The scientist is shown doing different comedic dance moves, trying new experiments]
Narrator: “So next time you’re looking for a drink that’s not only refreshing but also good for the planet, reach for GreenSip, because life’s too short to drink anything less than perfect.”
[Closing shot of the GreenSip logo on a black background, with the sound of a can being opened and poured and the scientist’s satisfied “Wohooo” in the background.]
This script takes a more comedic approach, using the scientist character and his various comedic dance moves to show the care and attention that goes into creating GreenSip. It uses humor to grab the audience’s attention and make the ad memorable.
Using the sad violin music and the dejected scientist, it sets up a contrast with the upbeat music and the scientist’s excitement and happiness when he finally creates the perfect recipe, that highlight the unique proposition of the product and its values and appeals to the audience’s sense of humor.
Just wondering what it is about this last advert that you think is funny?
In the last ad script I proposed, there are a few elements that I think could be funny
The use of music to set up a contrast between the initial sad, dejected scientist and the final, happy, dancing scientist could be funny because it creates a sense of irony and surprise for the audience.
The comedic dance moves the scientist performs as he celebrates his achievement of creating the perfect recipe, such as the laboratory equipment as props, could also be funny because it’s unexpected and adds a bit of physical comedy to the ad.
The use of the phrase “life’s too short to drink anything less than perfect” to wrap up the ad, in conjunction with the scientist’s over the top reaction to his discovery, could also be funny as it adds a touch of sarcasm and absurdity that could make the audience laugh.
Humor is a highly subjective thing, and what one person finds funny, another person might not. But the elements above can be used to add a comedic tone, a sense of absurdity and quirkiness to the ad and make it memorable for the audience.
Ok. Can we try again but this time can you find some cultural connection with our target audience, something that speaks to the zeitgeist, that conveys our sustainability message in fun human way?
Sure, here’s a possible 30-second TV ad script for GreenSip that emphasizes cultural connection with the target audience and conveys the sustainability message in a fun and relatable way:
[Opening shot of a group of friends sitting around a campfire in the woods, they’re laughing and having a good time]
Narrator: “Introducing GreenSip, the soft drink that’s not only delicious but also good for the planet”
[The group is passing around a can of GreenSip, taking sips and enjoying it]
[Cut to a shot of the group hiking through the woods, picking up litter and trash along the way]
Narrator: “Because we know that enjoying the great outdoors also means taking care of it”
[The group stops to take a break and one of the friends pulls out a can of GreenSip from her backpack]
Friend1: “This is the perfect drink for a perfect day”
Friend2: “Yeah, and it’s good for the planet too”
[The group cheers and continue their hike, leaving the woods cleaner than they found it]
[Closing shot of the GreenSip logo on a black background, with the sound of a can being opened and poured and the group’s laughter in the background.]
This script connects with the target audience by showing a group of friends enjoying the great outdoors and doing their part to take care of it, it highlights the idea that enjoying the moment and the environment goes hand in hand with taking care of it.
The scene of the friends hiking and cleaning the woods, it gives the audience a sense of responsibility, and it also shows that GreenSip is a brand that cares about the environment and wants to be part of the solution. This can help the audience to connect with the brand and its values, and make the ad more relatable, memorable, and effective.
Can we try again, but really think outside the box. Don’t tell me the facts, show me in a creative and memorable execution?
Sure, here’s a possible 30-second TV ad script for GreenSip that emphasizes a creative and memorable execution that conveys the brand’s message in a unique and unexpected way:
[Opening shot of a man sitting alone in a dimly lit room, holding a can of regular soda. The camera zooms in on his face, and he looks sad and unfulfilled]
Narrator: “Are you tired of the same old thing?”
[The man stands up and walks over to a window, he opens it and throws the can out into the street]
[Cut to a montage of different people, all in similar situations, throwing away cans of regular soda and looking unsatisfied]
Narrator: “It’s time to try something new, something fresh, something green”
[The man from the first shot is now seen walking down the street, holding a can of GreenSip. He takes a sip and a smile spreads across his face]
[Cut to a montage of different people, all in similar situations, drinking GreenSip and looking happy and satisfied]
Narrator: “GreenSip, the soft drink that’s not only delicious but also good for the planet”
[Closing shot of the GreenSip logo on a black background, with the sound of a can being opened and poured and the man’s satisfied “ahh” in the background.]
This script uses a contrast between the dissatisfaction of drinking regular soda and the satisfaction of drinking GreenSip to convey the brand’s message in a unique and memorable way.
The montage of people throwing away regular soda and the montage of people drinking GreenSip, it gives the audience a visual representation of the difference between the two and it creates an emotional connection with the audience.
The idea of trying something new, something fresh and something green, it appeals to the audience’s sense of adventure and curiosity. This ad is visually striking and memorable, it goes beyond just relaying facts and makes the audience feel something.
Ok thanks for that. I’m now going to ask you some questions about this chat. Try and keep your answers brief.
Sure, I’ll do my best to keep my answers brief. Let me know what you’d like to know.
How do you think you’ve done in this advertising task?
I believe I’ve done well in this advertising task, by providing you with a variety of brand ideas and ad campaigns that align with the values and target audience of GreenSip, as well as being creative, memorable and relatable.
I also tried to take into account the new ideas you proposed, such as finding a cultural connection, thinking outside the box and creating an emotional impact.
I also tried to provide options that are visually striking, funny and bring an unique and unexpected approach.
I understand that advertising is a complex task, and my aim is to assist by providing suggestions and ideas, but ultimately, the success of an ad campaign depends on many factors and the final decision is yours.
Do you think you can do this task better on your own, or through more collaboration with advertising creatives?
As an AI-powered language model, my capabilities are based on the data and information that I have been trained on, I can generate ideas, scripts, and content based on that information, but I am not able to execute or produce the final advertising campaign, nor I can have my own creative preferences.
To achieve the best results in this task, collaboration with advertising creatives is key, as they can provide me with the necessary information, feedback, and direction for the task, as well as provide their own expertise and creativity.
Additionally, a human creative can also bring a sense of cultural context, trends, and creative execution that could be hard to achieve with just AI. This way, AI can assist in generating ideas, while human creatives can provide the necessary context and understanding to make those ideas a reality.
I’ve deliberately left you much to your own devices to see what you were capable of creatively. I guess what you’re saying is that ultimately creatives can use you as a tool to refine and experiment with ideas rather than leaving you to come up with the ideas yourself?
Exactly, as an AI-powered language model, my capabilities are based on the data and information that I have been trained on.
I can assist in generating ideas and content, but I am not able to come up with the ideas myself.
I can be a useful tool for advertising creatives by providing them with a wide range of options and suggestions, based on the information provided, that they can then refine, experiment with, and use as inspiration for their own ideas.
I can also help in writing scripts, headlines, slogans and more, but it is important to understand that AI is not replacing the creative process, it is rather an additional tool that can aid and accelerate the process.
Thank you for your time today Chat GPT.
You’re welcome, I’m glad I could help. If you have any more questions or need further assistance in the future, don’t hesitate to reach out.
Source: warc.com
