AI writes Super Bowl commercials—how Bard and ChatGPT would script Big Game ads

Thus far, we haven’t seen Super Bowl advertisers heavily lean into generative AI to create or produce Big Game commercials. But what if AI were to make this year’s crop of Super Bowl ads? It has been a year since Ad Age conducted its first AI experiment to help write Super Bowl ads, and the technology has significantly evolved. ChatGPT, the OpenAI text generator, launched version 3.5 in its free tier, and Google paired its chat assistant Bard with a large language model called Gemini. The next-generation text machines are still not spitting out pristine ad scripts, but they could help creatives brainstorm. So, to predict some game-day creative, Ad Age once again asked generative AI to write the ads. What emerged was another lesson in the possibilities—and limitations—of AI assisting creativity. It also provided a glimpse into themes that could be prominent this year. Why ChatGPT isn’t winning ad creativity awards anytime soon Ad Age used Bard, with Gemini, and ChatGPT to write the following fake Super Bowl commercials—and to ask for tips on paid and social media strategies. Some of the prompts and responses have been lightly edited. Check out the latest Ad Age events and award programs Squarespace What we know so far: Squarespace hired Martin Scorsese to direct its 10th Super Bowl commercial. The website designing platform is known for cinematic Super Bowl spots. Prompt: Write a 30-second Squarespace commercial in the style of Martin Scorsese in the voice of Travis Bickle of “Taxi Driver.” Show Bickle at the diner creating websites using Squarespace, and then end it with the tagline “Gotta get organizized.” [Note: “Get Organizized” is a reference to "Taxi Driver".] Bard response: (Open on Travis Bickle, hunched over a greasy countertop in Betsy’s Diner. Coffee steam clouds the air, cigarette smoke hangs low. His eyes dart across the crowded space, taking in every detail.) TRAVIS (V.O.): City’s alive, see? Every corner a story, every storefront a hustle. Take that bakery across the street—smells like cinnamon promises, sugar-glazed dreams. Or that pawn shop down the block—tarnished treasures whisperin’ secrets, second chances gleam in gold dust. (Camera pans with Travis’s gaze, capturing snippets of neon signs, faded awnings, steam rising from hot dog carts.) TRAVIS (V.O.): But it’s a jungle out there, know what I’m sayin’? Gotta navigate the clutter, see what’s real, what’s smoke and mirrors. Websites, that’s the new frontier, see? Every click, a roadmap, every pixel a whisper of truth. (Cut to Travis at a nearby table, laptop open, Squarespace logo faintly visible on the screen. He types furiously, cigarette ash drifting like snowflakes onto the keyboard.) TRAVIS (V.O.): Bakery needs to show its flaky crust, the pawn shop’s gotta shine that silver right. Squarespace, that’s the tool, see? Build your own damn storefront, digital neon blazin’ 24/7. No suits, no muss, just you and your hustle, pixel by pixel. (Close-up on the laptop screen: a bakery website with mouthwatering photos, a pawn shop site with gleaming jewels and trustworthy testimonials.) TRAVIS (V.O.): It’s about control, you dig? No more dependin’ on greasy thumbs and word-of-mouth whispers. Own your story, make it click, make it sing. (Travis slams the laptop shut, a satisfied smile playing on his lips. He takes a drag of his cigarette, eyes glinting with a newfound purpose.) TRAVIS (V.O.): One of these days, gotta get organized. Gotta build my own damn story, brick by digital brick. Squarespace, that’s the key, the hammer and nails. Every corner’s your canvas, every click, your masterpiece. (FADE OUT on Travis walking out of the diner, laptop tucked under his arm, the city lights blurring into a symphony of possibilities.) SUPER: Squarespace. Build your hustle. Get organizized. Starry What we know so far: The PepsiCo brand is a year old and running its first Super Bowl commercial. Rapper Ice Spice is starring in the ad, and it will feature Starry mascots Lem and Lime. Prompt: Let’s do a commercial for Starry Lemon Lime soda. The commercial stars Ice Spice and features Starry’s mascots Lem and Lime. It is a 30-second commercial meant to appeal to Gen Z and increase awareness of Starry. Here is part of the brief from the agency: “Starry’s target customers are ‘irreverent optimists,’ Michael Smith, head of brand marketing for Starry, said during an episode of Ad Age’s Marketer’s Brief podcast. He described them as young people who maintain a positive outlook amid society’s flood of negative news, and find respite in the offbeat and weird. Starry’s brand personality is described as ‘weirdly refreshing.’” Bard response: Starry Lemon Lime Soda with Ice Spice: “LemLime Vibe” (30-Second Commercial) Scene 1: Interior, laundromat. Ice Spice walks in, decked out in neon green and yellow streetwear, radiating coolness. Lem and Lime, the Starry mascots, are bouncing around in oversized laundry baskets, causing general chaos. Ice Spice: (deadpan) What’s going on in this lemon-lime laundromat, bruh? Lem & Lime: (in unison) Vibe check! LemLime Vibe, baby! You tryna join the freshness? Scene 2: Montage of Ice Spice and Lem and Lime doing weirdly refreshing things: Ice Spice flips a pancake perfectly and catches it with her sunglasses, Lem and Lime cheering behind her; They ride a shopping cart through a supermarket, picking up only lemon-lime-colored items (including a singing fish toy); They serenade a grumpy librarian with a lemon-lime rap, making her crack a smile; Ice Spice paints a mural on a brick wall with lemon-lime soda as the only paint, creating a surprisingly vibrant masterpiece. Lyrics (throughout montage): (Ice Spice rapping) Lime-light queen, step into the scene Got that Starry flow, fizzy and clean Lemonade sunshine, lime-drop dreams Weird and wild, it’s the LemLime beams Scene 3: Back at the laundromat, Ice Spice sips a Starry Lemon Lime soda. Ice Spice: (smiling) This Starry stuff isn’t your average lemon-lime. It’s like, extra weird, extra refreshing. Lem and Lime: (high-fiving) LemLime Vibe for life! Now drop that beat, Ice! Final shot: Ice Spice starts beatboxing while Lem and Lime break dance on top of the washing machines. The camera zooms out, showing the laundromat transformed into a neon-lit party zone. Voiceover: Starry Lemon Lime. Weirdly refreshing. Get your vibe on. Reese’s What we know so far: The Hershey Co. candy promises a “big change” is coming, presumably to be revealed in the Super Bowl commercial. Reese’s released a couple of teasers for the ad, which are humorous vignettes of people hearing that a big change is coming. Prompt: Can you brainstorm 10 ideas for a 30-second Reese’s Peanut Butter Cup ad. All the ideas show a person doing a mundane activity, and then they lose focus when they hear that Reese’s is making a “big change.” The person screams “nooooooooooooo” upon hearing the news. And then they get distracted from the activity they are doing leading to hilarious consequences. We need ideas of activities that would be funny to interrupt with surprising news about Reese’s. Bard response: Hilarious Distractions for the New Reese’s Surprise Ad: Competitive Scrabble Game: Imagine two intense players meticulously crafting words, then one screams "No!" upon hearing the Reese’s news, accidentally knocking over the entire board with their elbow in sheer disbelief. Wedding Cake Decorating: A delicate frosting masterpiece nearing completion comes crashing down as the baker jumps in shock, sending whipped cream flying and pastry tools clattering. High-Wire Act Practice: A circus performer poised on a wobbly tightrope screams “No!” and loses their balance, tumbling with a comedic somersault into a net below. Dog Whisperer Session: A calm dog trainer surrounded by attentive pups is thrown off by the news, uttering a startled yelp that sends the dogs into playful chaos. Underwater Ballet Performance: A graceful underwater dancer performing a synchronized routine kicks a leg too high in surprise, causing a domino effect of splashes and bubbles. Opera Solo on Stage: A passionate opera singer hits a soaring note, then shrieks “No!” in the middle of the phrase, leaving the audience stunned and the aria utterly derailed. Robotic Surgery Demonstration: A poised surgeon using delicate robotic instruments jumps back in fear, accidentally detaching a robotic arm that comically dangles above the patient. Competitive Pie Eating Contest: An ambitious pie eater mid-chomp lets out a horrified groan upon hearing the news, spewing pie filling across the table and face-planting into their plate. Zen Meditation Retreat: A group of calm meditators in lotus position erupt in startled “No”s at the announcement, breaking their zen with comical flailing and frustrated sighs. Live News Anchor Broadcast: A serious news anchor delivering a live broadcast throws their script on the desk in disbelief, causing teleprompter mayhem and on-air laughter. For all the Super Bowl ads really in the game, read here State Farm What we know so far: State Farm released a teaser with Arnold Schwarzenegger in “Agent State Farm.” Prompt: Write a 60-second short movie for a Super Bowl commercial for State Farm. It has to be action-packed and it stars Arnold Schwarzenegger as “Agent State Farm.” In the commercial, Arnold, as Agent State Farm, saves a family after a devastating event. Use cliche Arnold Schwarzenegger lines from his past movies, but incorporate them in a funny way that ties to insurance. The commercial ends with the famous tagline: “Like a good neighbor, State Farm is there.” ChatGPT response: [Opening shot: A serene suburban neighborhood] Narrator (in a deep, powerful voice): “In a world where chaos strikes unexpectedly.” [Suddenly, a gigantic asteroid crashes into a house, causing a massive explosion. Cut to Arnold Schwarzenegger, dressed in a sharp suit, emerging from the smoke with a deadpan expression.] Arnold (with a serious tone): “Looks like they needed some … catastrophe coverage.” [Arnold spots a distressed family amidst the rubble.] Arnold (to the family): “I’m Agent State Farm, here to protect and insure. What’s the damage?” [Cut to a series of action-packed scenes where Arnold performs superhuman insurance-related feats, like shielding the family with a policy document and deflecting debris with a State Farm umbrella.] Arnold (with a smirk): “I’m here to terminate your worries.” [Arnold notices a car sinking in a flooded street. He rushes over and pulls out the family inside.] Arnold: “Your auto policy just got a lifeline.” [Cut to Arnold chasing a runaway cow through the chaos.] Arnold (yelling): “I’ll mooooove mountains to keep you covered!” [As Arnold reunites the family, a swarm of bees suddenly appears. He pulls out a State Farm branded insect repellent.] Arnold (grinning): “Time to buzz off, bees—your stings won’t be covered!” [The family looks around at the miraculously restored neighborhood.] Arnold (proudly): “Like a good neighbor, State Farm is there.” [Closing shot: The family happily standing with Arnold amid the rebuilt neighborhood wreckage, Arnold giving a thumbs up to the camera.] Narrator: “State Farm. Insurance with a superhero touch. Because when disaster strikes, we’ll be there for you.” [Screen fades to black with the iconic State Farm jingle playing in the background.] Hellmann’s What we know so far: Hellmann’s released 30- and 60-second versions of its in-game ad starring Kate McKinnon. The lighthearted spot also features “Mayo Cat,” a feline perfectly cast for social media, and Pete Davidson. Ad Age asked AI to help devise a spending plan for the campaign. Prompt: Plan how to spend $1 million to promote the Super Bowl campaign outside of TV, with the goal of driving direct sales. Where should Hellmann’s spend this budget, and how can Hellmann’s get customers to visit its website and engage with the brand on social media. Bard response: Pre-Game Blitz (Budget: $300,000): Social Media Teasers: Release a series of cryptic, funny videos featuring Kate McKinnon and Mayo Cat hinting at their Super Bowl appearance. Think slapstick humor, adorable cat antics and subtle product shots. Platform: Instagram, TikTok, Twitter. Influencer Collaborations: Partner with food and cat-loving influencers to create their own Mayo Cat-inspired recipes and challenges using Hellmann’s mayo. Offer exclusive Hellmann’s and Mayo Cat merchandise as contest prizes. Platforms: Instagram, YouTube. Website Revamp: Design a dedicated “Mayo Cat Landing Page” on the Hellmann’s website featuring hilarious Super Bowl ad snippets, exclusive Mayo Cat content and recipe ideas. Integrate seamless purchase options for Hellmann’s products. Super Bowl Sunday Sizzle (Budget: $200,000): Social Media Live Stream: During the Super Bowl, host a live Q&A with Kate McKinnon and Mayo Cat on Hellmann’s social channels. Answer fan questions, reveal behind-the-scenes Super Bowl footage and offer real-time discounts on Hellmann’s products. Interactive Hashtags: Encourage viewers to share their own Mayo Cat-inspired creations using #MayoCatBowl and #HellmannsMayoLove. Offer prizes for the funniest or most creative posts. Post-Game Push: Immediately after the Super Bowl, release the full-length commercial online and across social media platforms. Capitalize on the buzz with additional Mayo Cat content, user-generated content highlights and targeted ads driving traffic to the landing page. Post-Super Bowl Engagement (Budget: $300,000): Mayo Cat Merchandise: Launch a limited-edition line of co-branded Hellmann’s and Mayo Cat merchandise (t-shirts, mugs, plushies) available for purchase online and in select stores. Partner with charities that support animal welfare for added PR boost. Recipe Challenges: Host ongoing recipe contests on social media platforms, challenging users to create dishes using Hellmann’s mayo and inspired by Mayo Cat’s playful personality. Website Retention: Keep the Mayo Cat landing page fresh with new content, including video tutorials, downloadable recipes and interactive quizzes. Offer exclusive discounts and early access to new products for website visitors. Targeted Ads: Utilize audience insights from the Super Bowl campaign to launch targeted ads across social media and search engines, driving traffic to the landing page and promoting Hellmann’s products with Mayo Cat’s irresistible charm. Metrics and Measurement: Track the campaign’s success across all channels using key metrics like website traffic, social media engagement, hashtag usage and direct sales figures. Analyze data to optimize spend and tailor future content to audience preferences. Popeyes What we know so far: Popeyes’ teaser for its first Super Bowl commercial starring comedian-actor Ken Jeong, who appears to be playing Popeyes founder Al Copeland. In the short spot, Jeong emerges from what looks like a cryogenic pod he’s been frozen in since 1972, the year of Popeyes’ founding. Prompt: In this ad Ken Jeong plays Al Copeland and he wakes up from being cryogenically frozen since 1972. Write a funny 30-second commercial about how Al Copeland would react waking up in 2024 after being frozen for 52 years. The commercial needs to be humorous and to raise awareness about Popeyes’ new permanent wing flavors: Honey BBQ, Roasted Garlic Parmesan, Signature Hot, Ghost Pepper and Sweet ’N Spicy Wings. [Bard’s ad references Copeland’s pet peacock, but Ad Age could not verify Copeland had a pet peacock. Bard also referenced a character named “Blanton,” whom Ad Age could not identify.] Bard response: We open on a cryogenic pod hissing as it powers down. Inside, a white-haired Al Copeland emerges, frozen in a 1970s polyester suit and wide-brimmed hat. He blinks, confused. Al Copeland: Disco still rockin’? Where’s my pet peacock? Wait, did the Saints finally win one?! A robot assistant rolls onto the scene, holding a tablet. Robot: Mr. Copeland, it’s 2024. You’ve been cryogenically frozen for 52 years. Al: (Jaw drops) Fifty-two years?! What about my chicken empire? Did Blanton steal the biscuit recipe?! Robot: Popeyes is bigger than ever, Mr. Copeland. And we’ve got something new. Five new wing flavors. Al: Five new flavors? In my day, we had two choices: spicy or not spicy! And the “not spicy” was just regular chicken with a sad sprinkle of paprika. The robot opens a compartment, revealing a box bursting with Popeyes wings in the five new flavors. Al: (Sniffs the wings) Whoa, Nelly! What is this, a poultry perfume counter? Honey BBQ smells like a backyard cookout gone gourmet. Garlic Parmesan? That’s Italian on a wing?! And is that a ghost I smell? Or just these Ghost Pepper wings? (Takes a cautious bite) Woah, mama! This ain’t your Aunt Tilly’s ghost! He devours wings of each flavor, his reactions becoming increasingly wild. Al: Sweet ’N Spicy? Sweet like a Mardi Gras kiss and spicy like a voodoo dance! Signature Hot? This ain’t just hot, it’s a full-blown Cajun symphony! These wings are more innovative than a disco roller rink with laser lights! Al dances with the wing box, moonwalking and doing his signature chicken dance. Al: Forget the ice, these wings are the real cryogenic miracle! Tell the folks, Popeyes ain’t just flappin’ good, it’s flappin’ fabulous! Five new flavors, y’all! Get down there and grab some before they disappear faster than a disco ball in a blackout! The scene fades on Al, still dancing with the wings, the Popeyes logo and tagline appearing alongside a shot of the five new flavors. Tagline: Popeyes. Louisiana Fast. Always Flappin’ Good. And Now Flappin’ Even Fancier. Mtn Dew What we know so far: The PepsiCo soft-drink is promoting the 20th anniversary of Baja Blast. Aubrey Plaza and Nick Offerman, co-stars of ”Parks and Rec,” are reuniting for this Baja Blast ad. One teaser for the spot (above) suggests Plaza will bring her signature stonefaced humor to the role, and Offerman is a close second when it comes to dry comedy. Prompt: Write a 30-second commercial for Mtn Dew’s re-release of Baja Blast. Use the voice of deadpan comedy to match the stars of the ad Aubrey Plaza and Nick Offerman. Depict the actors in various on-set situations, where they're supposed to be performing exciting activities while holding a Baja Blast, but Plaza and Offerman are just stone faced. They say, sarcastically, “I'm having a blast.” ChatGPT response: [Opening shot of a breathtaking beach sunset. Aubrey Plaza lounges in a hammock with a Baja Blast in hand, staring into the horizon with deadpan demeanor.] Aubrey Plaza: (monotone) “Baja Blast. It's a flavor.” [Cut to Nick Offerman, sitting on a rugged mountain peak, sipping from a Baja Blast. Deadpan expression as he takes in the view.] Nick Offerman: “Like a vacation, minus the effort.” [Quick cuts between Plaza and Offerman in various locales—a bustling city rooftop, an exotic jungle and a snow-covered mountain.] Aubrey Plaza: “So exhilarating.” Nick Offerman: “Thrill in every drop.” [Both deadpan, Plaza and Offerman find themselves in a high-speed car chase, casually sipping their Baja Blast as chaos unfolds.] Aubrey Plaza: “Living life on the edge.” Nick Offerman: “Or, you know, just sitting.” [The screen fades to black, leaving only the glowing Mtn Dew logo and the tagline: “Baja Blast—Taste the indifference.”]

AI writes Super Bowl commercials—how Bard and ChatGPT would script Big Game ads

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