Can AI Write Super Bowl Spots?
We taught an AI to write entertaining scripts by feeding it the best ads from the past decade.
AI models like GPT-3, the model behind ChatGPT, have become so powerful lately that you can teach them how to do things with just a few high-quality examples. And while they can struggle executing complicated tasks in one single response, this is mitigated by breaking a creative process into discrete tasks.
To demonstrate how this works, we've configured a GPT-3-powered AI system to generate Super Bowl spots.
Here's how it works at a high level:
We took the top ads from the last ten years according to USA Today's Ad Meter, and transposed them into a training format consisting of idea write-ups and scripts.
We configured a GPT-3-based Synthetic Creative Director tasked with two jobs. Coming up with ideas and coming up with scripts. Rather than performing both tasks at inference, we chain them together.
The user selects a Super Bowl Spot to reference and tells the AI what the spot is about.
The idea write-up and script from the selected example are provided to the Synthetic Creative Director to kick off the process, and walla! You get a brand new Super Bowl idea and script.
Let's look at a script it generated for Tesla, based on the famous "Groundhogs Day" commercial for Jeep Gladiator from a few years ago.
Me:
Come up with a Super Bowl Spot for Tesla.
AI:
This Super Bowl spot will showcase the innovative features of Tesla by parodying the classic movie, The Terminator. The commercial will open with a scene of a post-apocalyptic world with only Tesla cars surviving the destruction. As the scene progresses, we will see a Tesla car driving around, with Arnold Schwarzenegger as the driver. Arnold will demonstrate the self-driving and autopilot features of the car, while also making jokes and puns about the car's features. He will be driving around and picking up passengers and taking them on a thrilling ride. As the commercial ends, Arnold will be seen driving off into the sunset, with a tagline that reads "Tesla: The Future is Now".
Script:
EXT. POST-APOCALYPTIC WORLD – DAY
The camera pans over a barren landscape, with the rubble of civilization scattered everywhere. The only thing still standing is a lone Tesla car, driving around with its Autopilot feature engaged.
Cuts to ARNOLD SCHWARZENEGGER in the driver's seat, with a satisfied smirk on his face.
ARNOLD: Ah, nothing like a relaxing drive with Tesla Autopilot.
Cuts to A young woman walking through the wasteland.
WOMAN: Hey! Could you give me a ride?
Cuts to ARNOLD, who looks over at the woman and smiles.
ARNOLD: Sure thing! Hop in!
The woman climbs into the car, and the car takes off.
EXT. POST-APOCALYPTIC WORLD – DAY
The car drives around the wasteland, with ARNOLD driving and the woman in the passenger seat.
ARNOLD: See? This car is equipped with the latest autopilot technology, so you don’t have to worry about a thing.
The car makes a sharp turn, and the woman screams.
WOMAN: Whoa!
ARNOLD: Don’t worry, I’ve got it under control!
The car drives around the wasteland, with ARNOLD making jokes and puns about the car's features.
ARNOLD: With the Tesla's Autopilot feature, you can have a smooth ride, no matter where you end up!
The car drives over a pile of rubble and the woman screams.
ARNOLD: (Laughing) Don’t worry, we’ll be alright!
EXT. POST-APOCALYPTIC WORLD – DAY
The car pulls up to a group of people waiting for a ride. ARNOLD looks at the group and smiles.
ARNOLD: Come on, everyone! Let’s go for a ride!
The people climb into the car and the car takes off.
EXT. POST-APOCALYPTIC WORLD – DAY
The car drives around the wasteland, with ARNOLD driving and the passengers in the car. The passengers are laughing and enjoying the ride.
ARNOLD: (Chuckles) With Tesla, the future is now!
The car drives around a corner and into the sunset.
SUPER: TESLA. THE FUTURE IS NOW.
You can try the Super Bowl Spot Generator yourself here.
You may have to run the generator a few times to get something good. But quantity has always been part of the game when it comes to ideation, and these techniques can help teams generate more ideas faster, and discover inspiring angles they may not have considered.
While we don't see AI replacing creative teams anytime soon, we hope this demonstrates some of AI's capabilities when you combine the latest models with high-quality examples.
We'll be posting more experiments on this topic soon. We are also working on a new tool that will help make training your AI with data and examples easy for anyone to do. If you're interested in learning more, becoming a beta tester, or signing up for a pilot, please get in touch by replying to this email.