ChatGPT writes Super Bowl ads—see how AI would script Big Game creative

Generative AI has piqued the interest of marketers, who are eagerly (and somewhat cautiously) experimenting with platforms such as ChatGPT and DALL-E. There are some who believe the technology can upend the creative process and are already testing it to write briefs and perform other tasks. But there is still much to learn about the nuances of using artificial intelligence. And what better place to try it out than in the biggest advertising event of the year—the Super Bowl. 

Ad Age put ChatGPT to the test: We plugged in what we currently know about several brands’ Super Bowl 2023 commercials and then let the AI write the ad copy. We then used image generators DALL-E and Midjourney to bring the ads to life. Here are the results. 

Heineken 

What we know so far: Heineken will air a 30-second ad for its non-alcoholic brand Heineken 0.0. The spot will continue a campaign starring Paul Rudd that co-promotes Marvel’s “Ant-Man and The Wasp: Quantumania.”

Prompt: Write a 30-second Super Bowl commercial starring Paul Rudd as Ant-Man. The setting is the Quantum Realm where Ant-Man and The Wasp have to plan a non-alcoholic beer heist to get their hands on Heineken's new “0.0,” which could only be brewed in the Quantum Realm. Ant-Man and The Wasp have to break into a microscopic brewery in the Quantum Realm in order to get 0.0. The objective of the commercial is to get people to buy the new non-alcoholic Heineken and to see “Ant-Man and the Wasp: Quantumania.”

ChatGPT response: (The commercial opens in the Quantum Realm. Ant-Man and The Wasp are in their suits, flying through the colorful, trippy landscape. They land in front of a microscopic brewery. Ant-Man turns to The Wasp and says)

Ant-Man: Alright, Wasp. Time to plan our heist. We need to get our hands on that new Heineken 0.0.

(The Wasp nods, and they hatch a plan. They shrink down and sneak into the brewery. They dodge security guards and lasers, using their powers to outsmart the defense. They finally reach the 0.0, grab a couple of cans, and fly out of the brewery. Back in the real world, Ant-Man and The Wasp are sitting in a backyard, drinking the non-alcoholic Heineken.)

Ant-Man: Wow, this is amazing. It's like a real beer, but without the alcohol.

(The Wasp grins and holds up her can.)

The Wasp: And it's only available in the Quantum Realm.

(The screen cuts to the Heineken logo and the tagline “Heineken 0.0: Only in the Quantum Realm” appears on the screen. The camera then pans to a poster of “Ant-Man and The Wasp: Quantumania” with the release date.)

Voiceover: Heineken 0.0: Only in the Quantum Realm. And don't forget to catch “Ant-Man and The Wasp: Quantumania” in theaters.

Molson Coors 

What we know so far: The brewer is playing into the debate between sibling brands Coors Light and Miller Lite, buying a full-page ad in The New York Times that makes arguments for each. The Times ad is presented in newspaper style, with copy including lines such as “a source familiar with the campaign,” as it attempts to portray competing narratives from Miller Lite and Coors Light representatives about which one will appear. The brewer also plans to use similar tactics in social media ads up until the Feb. 12 game. 

Prompt: Write a 30-second Super Bowl commercial that features two famous siblings arguing over which beer is better, Coors Light or Miller Lite.  Miller Lite tastes great. Coors Light is more refreshing. 

ChatGPT response: (Opening shot of two brothers sitting on a couch watching a football game on TV, one holding a Coors Light, the other a Miller Lite.)

Brother 1: Miller Lite? Really? Coors Light is so much better.

Brother 2: Are you kidding me? Miller Lite tastes great and is less filling.

Brother 1: Coors Light is more refreshing, though.

Brother 2: Refreshing doesn't matter if it doesn't taste good.

Brother 1: Says the guy drinking Miller Lite.

Brother 2: Hey, at least I have taste.

(They both take a sip of their beers and smile.)

Voiceover: When it comes to taste, it's all about personal preference. Coors Light and Miller Lite. Find your favorite and enjoy the game.

(Closing shot of the two brothers clinking their beers together and smiling.)

Voiceover: Coors Light and Miller Lite, raising the bar for light beer.

Doritos 

What we know so far: Doritos’ ad will feature rapper Jack Harlow along with a fan who will be selected through a TikTok dance contest. On Jan. 12, the brand released a teaser showing the Grammy-nominated rapper entering the back seat of a car while pursued by fans and paparazzi. A reporter shouting through the window asks, “Is it true about the love triangle?” to which Harlow replies “maybe,” while munching on a Doritos Sweet & Tangy BBQ chip.

Prompt: Write a 30-second TV commercial for Doritos. The ad stars Jack Harlow, and a TikTok dance star. In the ad, Harlow enters the back seat of a car while pursued by fans and paparazzi. A reporter shouting through the window asks, “Is it true about the love triangle?” to which Harlow replies “maybe,” while munching on a Doritos Sweet & Tangy BBQ chip.

ChatGPT response: (Opening shot of Jack Harlow walking down the street, surrounded by fans and paparazzi. Harlow is seen looking stressed and trying to make his way to a car parked on the side of the road. As he gets in, a reporter shouts out...)

Reporter: Is it true about the love triangle, Jack?

(Harlow looks at the camera with a smirk, takes a bite of a Doritos Sweet & Tangy BBQ chip, and replies...)

Harlow: Maybe... but I know one thing for sure, these Doritos are hitting the spot.

(The camera cuts to a close-up of the Doritos bag and the words "Sweet & Tangy BBQ" appear on screen.)

Voiceover: Doritos Sweet & Tangy BBQ, the perfect snack for any situation. Try them now.

(The camera cuts back to Harlow, who is now in the back seat of the car, munching on Doritos and looking relaxed. A TikTok dance star is seen dancing in the background.)

Voiceover: Doritos, bold flavor for bold moves.

(The Doritos logo appears on screen, along with the tagline "For the bold.")

Related: A marketing guide to ChatGPT and more 

Pringles

What we know so far: Although Pringles has yet to reveal the mystery celebrity for its Super Bowl ad, there has been speculation it could be Jennifer Coolidge. An Instagram post from the brand teasing the ad showed a woman in pink silk pajamas reaching into a can of Pringles cheddar cheese crisps, with the caption #StuckInPringles.

Prompt: Write a 30-second funny TV commercial for Pringles, starring Jennifer Coolidge. In the ad, Jennifer Coolidge tries to get the last pringles but gets her hand stuck in the can. She holds the can up and says, “wooooow,” in her famous Jennifer Coolidge voice. The commercial is called “Stuck In,” and it should teach people the proper way to get the last Pringles chip. The commercial should entice people to eat Pringles.

ChatGPT response: (Opening shot of Jennifer Coolidge sitting on a couch, munching on Pringles. She finishes the can and looks disappointed)

Jennifer Coolidge: (sighs) I can't believe I finished the whole can already. But wait, there's still one chip left!

(Shot of her reaching into the can, but her hand gets stuck)

Jennifer Coolidge: (in her famous voice) Wooooow, I'm stuck in here!

(Shot of her holding up the can with her hand still stuck inside)

Jennifer Coolidge: (voiceover) Don't let this happen to you. The proper way to get the last chip is to use the 'Pringles Picker'!

(Shot of her using a tool shaped like a long fork to easily get the last chip)

Jennifer Coolidge: (voiceover) With the Pringles Picker, you'll never miss a chip again. So go on, indulge in the delicious taste of Pringles.

(Closing shot of Jennifer enjoying the last chip, smiling)

Voiceover: Pringles, once you pop, you can't stop!

Rémy Martin 

What we know so far: Rémy Martin’s spot will feature the House of Rémy Martin, “highlighting how teamwork and the pursuit of excellence drive us forward through a never-before-seen lens for the brand,” the company stated.

Prompt: Write a 30-second TV commercial featuring House of Rémy Martin, “highlighting how teamwork and the pursuit of excellence drive us forward through a never-before-seen lens for the brand.”

ChatGPT response: (Opening shot of a group of people working together in a distillery.)

Voiceover: At House of Rémy Martin, we know that teamwork and the pursuit of excellence are the keys to creating the perfect cognac. From the fields where our grapes are grown, to the hands that craft our spirit, every step is taken with care and precision.

(Cut to a shot of grapes being harvested, then to people working in a distillery.)

Voiceover: We take pride in our heritage and tradition, always pushing ourselves to innovate and create something new.

(Cut to a shot of a bottle of Rémy Martin being poured into a glass.)

Voiceover: Experience the result of our team's hard work and dedication —a cognac that is truly one of a kind. House of Rémy Martin—crafted with passion and precision.

(Closing shot of the House of Rémy Martin logo.)

Voiceover: House of Rémy Martin—Taste the excellence in every sip.

PopCorners (Frito-Lay)

What we know so far: PopCorners is reviving the hit show “Breaking Bad,” which will include an appearance by Bryan Cranston. 

Prompt: Write a 30-second script for a TV commercial in the style of "Breaking Bad," starring Bryan Cranston as Walter White. In the story, Walter White calls his sidekick Jesse Pinkman, telling him, “Jesse, it’s time to cook PopCorners.” Jesse tells Mr. White about creating a new spicy recipe for PopCorners called “Chili P.” The story ends with Walter White coming up with a whole new flavor. The commercial should come up with a new name for PopCorner flavors. It should drive people to try the new taste.

ChatGPT response: (Opening shot of a dark, gritty lab. Bryan Cranston as Walter White is seen wearing a lab coat and goggles, standing over a bubbling vat of something mysterious.)

Walter White (voiceover): Cooking is like chemistry. You need the right ingredients, the right recipe, and the right technique.

The camera cuts to a shot of Jesse Pinkman, also in a lab coat and goggles, stirring a pot of something spicy.

Jesse Pinkman (voiceover): Mr. White, I've come up with something new. A spicy recipe for PopCorners I'm calling “ChilleP.”

Walter White (voiceover): Interesting. I think it's time to take PopCorners to the next level.

The camera cuts to a shot of Walter White and Jesse Pinkman working together in the lab, experimenting with different ingredients and techniques.

Walter White (voiceover): Introducing a whole new flavor of PopCorners: “ScienPop.”

(The camera cuts to a shot of a bag of ScienPop, with the tagline: “Experience the science of flavor.”)

Walter White (voiceover): Try ScienPop today and taste the difference.

(The camera cuts back to Walter White and Jesse Pinkman, smiling and holding up a bag of ScienPop in triumph.)

Downy

What we know so far: Downy tapped a mystery celebrity pitchman, who will only appear in the Super Bowl commercial if the Unstopables-treated hoodie he’s wearing over his head in teaser ads that began breaking Dec. 12, continues to smell fresh by game time on Feb. 12. 

Prompt: Who is famous for wearing hoodies and would be perfect for a fabric softener commercial?

ChatGPT response: Mark Zuckerberg, the co-founder and CEO of Facebook, is often depicted wearing a hoodie in media and press photos. He is known for his casual attire, including hoodies, and may be considered a good fit for a fabric softener commercial.

Prompt: Write a 30-second TV commercial for Downy fabric softener, in the voice of Mark Zuckerberg. In the commercial, Zuckerberg shows how soft his hoodie is after using Downy. The commercial should be set in Zuckerberg's Harvard dorm room. The commercial should show the benefits of Downy and how it makes hoodies and all clothes softer than any other brand.

ChatGPT response: (The commercial shows Zuckerberg in his dorm room, holding up his hoodie, and showing how soft and fluffy it is. The camera then pans out to show a bottle of Downy fabric softener sitting on top of the washing machine.)

Mark Zuckerberg: Hey there, I'm Mark Zuckerberg. You might know me as the founder of Facebook, but today I want to talk to you about something just as important—soft clothes. I remember my days at Harvard, and let me tell you, those dorm room laundry machines were rough on my clothes. But with Downy fabric softener, my hoodie and all my clothes feel as soft as the day I bought them. So if you want to make your clothes last longer and feel better against your skin, give Downy a try. Trust me, you won't be disappointed. And who knows, maybe you'll be inspired to start your own company, like I did."
 

The Servant Christian Foundation 

What we know so far: The Servant Christian Foundation will bring its Jesus campaign to the Super Bowl. “The ‘He Gets Us’ Super Bowl spots will explore how the teachings and example of Jesus demonstrate that radical love, generosity and kindness have the power to change the world.”

Prompt: Write a 30-second commercial that brings Jesus to the Super Bowl. The commercial should be funny, but in the voice of Jesus. Jesus should perform a miracle. The commercial should explore how the teachings and example of Jesus demonstrate that radical love, generosity, and kindness, have the power to change the world. It should have the tagline: “He Gets Us.”

ChatGPT response: “Hey there, it's Jesus. You know, I've been around for a while and I've seen a lot of big events, but the Super Bowl? Now that's a showstopper. But you know what's even more impressive than a touchdown or a halftime show? The power of love. That's right, love is the real miracle worker. And let me tell you, I know a thing or two about love. I mean, I died for it. But it's not just about big gestures, it's about the small acts of kindness and generosity that can change the world. So, as you sit down to watch the game, remember that love is the ultimate game changer. And the best part? I'm here for you, always. Because He Gets Us.”