06/04/2025
https://www.youtube.com/watch?v=kIhb5pEo_j0
“The Intelligence Age” - Super Bowl Ad
Debuted Sunday, Feb. 9, Super Bowl LIX, first half of the game
AI is a transformative tool, and we’re on the brink of the Intelligence Age.
OpenAI’s mission is to ensure that artificial general intelligence (AGI) benefits all of humanity. Their products, including ChatGPT, empower people to tackle everyday tasks and solve hard problems. That’s also true of creative professionals, many of whom use these tools as part of their creative process.
This Super Bowl ad spot aims to invite everyday people – not just tech-savvy early adopters – to think about the new possibilities AI can open up in their lives.
The Creative Process
Human creative professionals were behind the ad and its ex*****on, and Sora was used as a brainstorming and exploration tool – not in the final product itself.
At kick off, creatives and producers at Song and Builders Club met with the Sora team to understand how best to leverage the tool in the workflow. Human creatives used 2D hand animation and 3D procedural rendering (Houdini) to create a unique visual style. During the pre-visualization phase, Sora helped us embrace experimentation and rapid, iterative creative exploration.
Simplicity is our aim with this spot. Our goal is to break through the noise to introduce the client's vision for the Intelligence Age directly to the public, in a unique way.
About the Ad
60 second spot, debuted during the first half
ChatGPT end card/branded
The film visually explores the history of human ingenuity and curiosity through the graphic form of The Point. Throughout the ad, The Point serves as a metaphor.
The foundation of OpenAI’s new identity system is a single data point—just like in research, where knowledge begins with a single observation. The Point is rooted in the origins of data—math, research and code—it stands at the core of OpenAI’s identity, shaping the company’s storytelling and expression.
It has become the structural basis for OpenAI’s typeface, iconography, and the evolution of the Blossom. Users will also be familiar with The Point through its use in the ChatGPT interface itself.
Throughout the ad, the point serves as a metaphor. Every idea, every breakthrough, every leap forward—has a starting point.
This professional campaign titled 'The Intelligence Age ' was published in Multinational Europe and United States in February, 2025. It was created for the brand: Open AI, by ad agencies: Accenture Song and Builders Club. This Content, Integrated, and OOH Outdoor media campaign is related to the Electronics, Technology industry and contains 1 media asset. It was submitted 14 days ago.
Credits
Direction and Production by Builders Club.
Thank you to the Accenture Song team and to OpenAI for your trust during this collaboration; Kate Rouch, Sarah Russell, Josh Cleveland, Anna Oburgh - plus many more!
Edit House & Post Production - DOMA Works
Editor - Sam Hardy
Edit Executive Producer - Jake Evans
Song: ‘Neckbrace’ by Ratatat
Sound Design and Mix: Aaron Reynolds @ Wave Studios NY
Every idea, every breakthrough, every leap forward—begins with a single starting point. What will you create next?
