OpenAI is making its Super Bowl debut with a trio of spots spotlighting real Americans using ChatGPT to grow their small businesses, positioning the platform not as futuristic tech but as a practical tool that helps people do things that once felt out of reach.
Created in-house, the campaign centers on ChatGPT as an everyday learning partner, following workers at three real businesses: a multigenerational seed farm in South Carolina, an 86-year-old salvage yard in Nevada, and a family-run tamale shop in California. Each spot shows how the tool helps bridge gaps in knowledge, organization, and scale.
In “Generations of Farming,” viewers meet Rachael Sharp as she prepares to take over Sharp & Sharp Certified Seed in Allendale, South Carolina. Along with the land, she inherits decades of handwritten crop records kept by her father since 1971. Faced with a massive data archive, Rachael uses ChatGPT to digitize the ledgers, transforming them into a searchable database she can rely on daily. Watch below:
The second film, “Modernizing an 86-Year-Old Salvage Yard,” shifts to Reno, Nevada, where manager Richard Lane uses ChatGPT to navigate the unpredictable challenges of running a scrap yard. From diagnosing faulty equipment to organizing more than 1,000 products into a numbered system, the tool streamlines operations and improves safety in real time.
OpenAI chief marketing officer Kate Rouch shared on LinkedIn that Lane is her neighbor, writing that the campaign is inspired by “millions of Americans like RT who use ChatGPT to learn something new every day… people who tell us that Chat helps them do things that simply were not possible for them to do before.”
The final spot, “Growing a Family Tamale Spot,” follows The Original Tamale Co. in California, where the third generation of the Ortega family looks for ways to modernize the business. ChatGPT helps calculate wholesale pricing, map out farmers’ markets, refine public speaking, and improve internal communication as the family expands its reach.
Chris Lehane, OpenAI’s chief global affairs officer, noted that the campaign reflects a broader belief that AI should be accessible to everyone. Citing polling data, he wrote that nearly nine in ten Americans believe AI tools should serve all people, not just corporations or elites, and that free access helps ensure communities aren’t left behind.
Together, the three spots frame ChatGPT as a quiet yet powerful enabler, helping people build, learn, and grow, regardless of the size of their business or the resources they start with.
CREDITS:
BRAND: OpenAI
Chief Marketing Officer: Kate Rouch
AGENCY: In-house
Global Creative Officer: Michael Tabtabai
For more Super Bowl coverage, click here.
REELated:
Adrien Brody taps into tax agony in TurboTax’s Super Bowl spot
