The Anti-ChatGPT Memo for the marketing world!

Hello, creative souls!

As we reflect on the unprecedented times of the COVID-19 pandemic, one thing stands out in the world of advertising: the uncanny similarity of the ads that flooded our screens. From multinational corporations to local businesses, it seemed like every commercial was a carbon copy of the last. In this edition, we delve into why all COVID-19 ads looked the same and what this means for the future of advertising.

Now - that’s the ChatGPT intro to the newsletter. Words like ‘unprecedented’, ‘uncanny’, phrases like ‘What this means for the future of [x]’ keep popping up when you prompt ChatGPT. To put it like my friend Jack/Tyler Durden/Narrator…

Today, we look at this ad. It’s actually less ad, more parody, and unlike other parodies, this uses the source material to create the parody itself.

They all follow the same formula:

1. Soft, somber music(Usually piano)

2. A common theme - Solidarity. “We’re all in this together”, “Unprecedented times”, “Blah blah blah”

3. Stock footage of empty streets, offices, places of worship, gyms, bars… you get the idea

To the point where, if you asked ChatGPT to write a COVID-19 ad, it would follow this template to the T (Psst..we actually did. It’s at the end of this edition.)

But again - this was during the lockdown, agencies had to scramble ways to put together a finished product, and that requires a lot of effort — that’s not what the critique is about. The larger critique is about Groupthink and Homogenization.

As much as we understand that sensitivity and responsibility take precedence over everything else while talking about something as (excuse me) unprecedented and horrifying as the pandemic, brands really weren’t doing much by regurgitating the same message over and over.

Why this parody now? What we opened the newsletter with - ChatGPT!

When OpenAI released the product in 2022, it took the world by a storm. Everybody was talking about how the future is already here, and about how writers and creative folks need to start looking for a career switch.

Cut to two years later - The moment someone reads anything that looks even remotely AI-generated, they skip, even if there was a human behind it. Brands are getting called out when people figure their copy was written by good ol’ GPT.

In fact, in the age of AI, anyone in any industry should learn how to incorporate AI into their workflows. But the way people use these tools are only for basic actions like ideation, brainstorm and structure. Which leads to similar sounding, standardized ideas.

WHAT IS THE SOLVE? How to beat Groupthink and Homogenization?

As brilliant as AI is, it simply cannot replace a human mind with all it’s experience and acquired information. What it can do is use all the data it has to help you do your job better.

AI has the ability to expand on your ideas and help you look at angles that you couldn’t see before - but not execute anything close to the final version.

Remember that all brands, competitors, allies, agencies, partners, vendors are all using ChatGPT for every task possible. It is the marketing verison of EVERYTHING EVERYWHERE ALL AT ONCE. So, when the task is to be creative, don’t use ChatGPT to formulate but to validate.

THE ONLY WAY YOU CAN STAND OUT IS: BUILD GOOD TASTE

USE ChatGPT to hone your taste in creativity. When everything out there is generic, learn to judge better. Having creative taste and leanings is inherently human and yes, it can be learnt and that is the only way, a ‘creative’ in this industry can survive the long run.

Now here is a CHATGPT version we made for this newsletter:

COVID-19 Ad Script and Production Guide

Title: "Together, We Stand Strong"

Opening Scene:

Visuals:

• Wide shot of an empty city street at dawn, the sun rising slowly in the background.

• Close-up of a single flower blooming in a park, symbolizing hope and renewal.

Music:

• Soft, gentle piano music begins, setting a calm and reflective tone.

Voiceover (VO):
"In these unprecedented times, we are reminded of the strength of our community."

Middle Scenes:

Scene 1:

Visuals:

• Montage of frontline workers: a nurse putting on her mask, a delivery person dropping off a package, a grocery store worker stocking shelves.

Music:

• The piano music transitions to include soft strings, adding a layer of warmth and empathy.

VO:
"From our brave healthcare heroes to essential workers, we are all playing a part in keeping each other safe."

Scene 2:

Visuals:

• Split-screen of people on video calls: families connecting, friends laughing, colleagues collaborating.

• Shots of people clapping on their balconies, waving to neighbors.

Music:

• The music becomes slightly more uplifting, introducing a light percussion rhythm.

VO:
"Staying connected, even when we’re apart, reminds us that we are never alone."

Scene 3:

Visuals:

• Footage of small acts of kindness: someone leaving groceries at a doorstep, a child drawing a rainbow on a window, volunteers distributing food.

Music:

• The melody builds with a subtle, hopeful crescendo, incorporating a soft choir.

VO:
"Acts of kindness and compassion are shining through, bringing light to our darkest days."

Closing Scene:

Visuals:

• A diverse group of people standing apart in a park, maintaining social distance, but forming a heart shape collectively.

• Close-up of smiling faces, eyes filled with hope.

Music:

• The music reaches its emotional peak with a harmonious blend of piano, strings, and choir, then gently fades out.

VO:
"Together, we stand strong. Together, we will overcome."

Final Screen:

Visuals:

• Company logo appears with a simple, clean background.

• Text below the logo: "Stay safe. Stay connected."

Music:

• A final, soft piano note rings out, leaving a lasting sense of peace and hope.

Instructions for Production:

1. Visuals: Use high-quality footage, preferably real-life clips of diverse individuals and communities to ensure authenticity.

2. Music: Commission a bespoke composition to avoid the generic feel. The music should evoke empathy and hope, with a clear emotional arc.

3. Voiceover: Choose a calm, reassuring voice. The tone should be warm and sincere, conveying genuine compassion and solidarity.

4. Editing: Ensure smooth transitions between scenes. Maintain a consistent color grade that is slightly warm, enhancing the feeling of comfort and hope.

5. Final Touch: Add subtle, non-intrusive text overlays where necessary to emphasize key messages without distracting from the visuals.

Figment is written by Abbhinav Kastura, a writer/producer who has spent a decade making impactful internet videos and Guru Nicketan, an advertising nerd, B2B Marketer, stand-up comedian, and a film buff.