The copywriting written by ChatGPT won an award

This article starts with McDonald's, Burger King, and Subway using ChatGPT to conduct marketing wars, and analyzes the impact of AI tools on brands and people. It is recommended for students who want to learn about AI marketing.

In June this year, on the streets of Sao Paulo, Brazil, some people were pointing and talking around three billboards, while some were taking photos with their mobile phones.

Who would have thought that just three billboards would become a battlefield for three Fortune 500 brands in the past month.

The story begins with McDonald’s advertising. McDonald’s in São Paulo, Brazil launched a series of advertisements in June, and the copy claimed to be written using the AI ​​large language model ChatGPT.

Prompt:

What is the most iconic burger in the world?

What is the most iconic burger in the world?

ChatGPT:

While there are many iconic burgers in the world, the most well-known burger in the world is probably McDonald's Big Mac. First introduced in 1967, the Big Mac has become synonymous with fast food and McDonald's. The burger consists of two beef patties, lettuce, cheese, pickles, onions and signature sauce, served on three sesame buns. The Big Mac is so iconic that it even has its own index, the Big Mac Index, which is an informal standard for comparing the purchasing power of different currencies. -Answer from ChatGPT (creative agency: GALERIA.ag)

The color of the font is quite particular. The yellow characters on the top, middle and bottom represent the three layers of a Big Mac. The green, yellow and red in the middle represent vegetables, cheese, beef patties, etc. From a distance, it looks like a hamburger.

The McDonald's slogan at the bottom is also very interesting. It combines the original "I'm lovin'it" with AI and changes it to "AI'm lovin'it." It's quite clever.

At first I thought this was made up by McDonald's themselves, so I tried it with ChatGPT, and to my surprise, the reply was actually "McDonald's Big Mac".

The advertisement received a good response after its launch and was listed on the weekly list of the BestAD website, winning the title of "Best of the Week".

But after watching McDonald's commercials for years, I always felt like something was missing. What was it? Burger King.

But soon, Burger King took action.

As McDonald's' old rival, Burger King never lets McDonald's ads run alone. Right next to the McDonald's ads in Sao Paulo, Burger King launched its own ads. Maybe this is the legendary "advertising partnership".

Burger King’s ad copy was also written by ChatGPT:

Tips:

And which one is the biggest?

Whose burger is the biggest?

ChatGPT:

Burger King's Royal Burger is the largest and richest in terms of both size and ingredients. This burger is famous for its large size and consists of a grilled beef patty, a sesame bun, cheese, tomato, pickles, onions, mayonnaise and ketchup. It is a satisfying choice for those who want a full meal. However, it should be noted that the size of the burger and the amount of ingredients may vary by country and region. ——Answer from ChatGPT (Creative agency: St. Paul David Advertising)

This response used ChatGPT's reply to hit back at McDonald's, telling consumers: I, Burger King, am also a burger recognized by AI, and I am bigger.

In addition to using words to emphasize Burger King's proud grilled beef and ingredients, the font color is also exquisite. It can also be seen that there are two pieces of bread sandwiching vegetables and meat patties. Moreover, whether it is vegetables or meat patties, Burger King's are thicker and more than McDonald's, targeting every aspect.

Seeing that the McDonald's and Burger King commercials finally tied the knot and formed a perfect ending, I thought this was the ending, but something unexpected happened.

Unwilling to be left out, Subway also stepped in as a third party.

Similarly, the Subway ad copy was also written by ChatGPT:

Tips:

AND HOW DO THEY COMPARE TO A FOOTLONG?

How do they compare to a foot-long sandwich?

ChatGPT:

In terms of size, both are noticeably smaller than Subway's foot-high sandwich. (Creative agency: Saatchi & Saatchi)

Subway once launched a very successful campaign called "$5 a foot long", which means that at Subway you only need to spend $5 to get a foot long sandwich. Subway has now clearly stipulated that the size of the sandwich is one foot, but of course it can also be cut in half (6 inches) and sold.

Kirstey Elston, Subway’s marketing director for the UK and Ireland, said: “If there’s a discussion about iconic sandwiches, then of course Subway is in on the action. And what can we say? Even ChatGPT knows our Footlongs are the biggest and best!”

Franki Goodwin, chief creative officer at Saatchi & Saatchi, added: “There’s been a lot of discussion about ChatGPT, and while we try not to get caught up in the hype, we can’t help but join the conversation. After all, even ChatGPT says we’re the biggest, what can we say?”

Yes, what can we say? We just want to watch the fun. After watching these ads, I feel that ChatGPT has a very strange taste. He likes big ones and also likes long ones (not really).

ChatGPT became popular around the world at the beginning of this year, announcing the official arrival of the AI ​​era. At the same time, people from all walks of life are worried that they will be replaced by AI. As text workers who are most likely to be replaced by ChatGPT, some copywriters are worried, while others have already used it to achieve work output.

While the three catering giants were still competing to see who was bigger and longer, sportswear brand The North Face also got in on the action. This time they directly used ChatGPT to write 10,000 sentences of copywriting and also used the AI ​​drawing tool Midjourney to make a lot of posters.

The North Face proposed "10,000 Reasons to Hike" to promote the brand's iconic 100-kilometer ultra-cross-country race "TNF100", which was restarted after three years.

The advert appeared on a giant billboard in downtown Shanghai, encouraging people to embrace the natural world and rekindle the spirit of outdoor adventure.

"The North Face" asked: How far can we go? Then ChatGPT gave 10,000 reasons to return to the mountains. (Creative agency: FRED&FARID Shanghai)

I remember that "The North Face" had done a similar promotion before, which was "100 Reasons to Return to the Mountains". Now that copywriters use AI, it is like adding wings to a tiger, directly increasing the number of copies from 100 to 10,000. Before being replaced by AI, some copywriters have already begun to enjoy the productivity increase brought by AI.

At the end of June this year, an AI technology innovation conference was held in New York. The event poster was quite interesting. Although AI technology represented by ChatGPT is now coming in full force, perhaps that is just the tip of the iceberg, the tip of the iceberg of the next new era.

But even so, we can't blindly believe that AI can solve all problems. For example, a Belgian construction company complained about ChatGPT last month.

Hi, Chat GPT, come and finish this building.

Your skills are irreplaceable

- IMPACT Construction | Satisfying construction and craftsmanship

The Belgian architectural firm IMPACT took out an ad on a building they were building in Antwerp, challenging ChatGPT and becoming famous on Twitter and LinkedIn.

The head of IMPACT said: "ChatGPT can do a lot of things, but it can't finish this building or install heating for you. Craftsmen should be recognized and their skills are irreplaceable."

But this also shows from another perspective that ChatGPT has become so popular that a traditional construction company has to take advantage of its popularity. One can feel the impact it has on people and the anxiety behind it.

There is a popular saying nowadays, which says "AI will not replace you, but those who know how to use AI will replace you."

But if you can use AI to replace others, then after you replace that person, you may not get any value. After all, what is replaced by a tool can only be a tool.

In my opinion, the purpose of AI is not to replace humans. On the contrary, it is to help us - to automate repetitive tasks, simplify complex tasks, and lower the threshold for high-threshold tasks. Everyone can rely on it to expand their capabilities and improve work efficiency. This is the real value of AI tools such as ChatGPT and Midjourney.

Author: Kuang Thirteen

Source: WeChat public account "Copywriting Free Shipping"