Editorial illustration for Sam Altman says OpenAI’s Super Bowl ad focuses on builders, not Anthropic jokes
OpenAI's Super Bowl Ad Targets Tech Builders Directly
Sam Altman says OpenAI’s Super Bowl ad focuses on builders, not Anthropic jokes
Why does the tone of a Super Bowl spot matter when two AI firms are vying for the same audience? While Anthropic’s commercials earned a chuckle—“I laughed,” one observer noted—their approach raised eyebrows about honesty. Here’s the thing: the industry’s biggest stage also doubles as a billboard for brand identity, and any hint of ambiguity can ripple through investor confidence and public perception.
The partnership signals a subtle tug‑of‑war over who gets to define what AI “builders” look like, especially as the market swells with startups claiming they can “build anything.” But OpenAI’s chief, Sam Altman, pushed back, insisting the company’s message stays distinct from the humor‑laden rival. He stressed that the two campaigns are kept separate, each with its own label, and that OpenAI’s piece is meant to spotlight creators rather than comedy.
“Ads are always separate and clearly labeled.” According to Altman, OpenAI's Super Bowl ad is "about builders, and how anyone can now build anything."
Ads are always separate and clearly labeled." According to Altman, OpenAI's Super Bowl ad is "about builders, and how anyone can now build anything." First, the good part of the Anthropic ads: they are funny, and I laughed. But I wonder why Anthropic would go for something so clearly dishonest. Our most important principle for ads says that we won't do exactly this; we would obviously never run ads in the way Anthropic depicts them.
We are not stupid and we know our users would reject that. I guess it's on brand for Anthropic doublespeak to use a deceptive ad to critique theoretical deceptive ads that aren't real, but a Super Bowl ad is not where I would expect it.
Is the dispute over Super Bowl ads merely marketing posturing? Altman's brief X note frames Anthropic's spot as “clearly dishonest” and accuses the rival of doublespeak, while insisting OpenAI would never run ads in that manner. He adds that users would reject such a tactic, implying confidence in OpenAI’s audience awareness.
Meanwhile, Anthropic’s own commercial earned a laugh, which Altman acknowledges, yet he questions why the company would choose a “clearly dishonest” approach. The OpenAI ad, according to Altman, centers on builders and the promise that anyone can now build anything, a message he positions as straightforward and properly labeled. Ads are always separate and clearly labeled, he says, suggesting a contrast with the rival’s portrayal.
Unclear whether the public will perceive the difference as Altman suggests, or whether the humor in Anthropic’s spot will outweigh concerns about honesty. The exchange leaves the broader conversation about advertising ethics in AI still open, with both firms defending their strategies without providing concrete evidence of audience reaction.
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Common Questions Answered
What details did OpenAI reveal about their $14 million Super Bowl commercial?
[theverge.com](https://theverge.com/openai/608476/openai-super-bowl-chatgpt-commercial) reported that the commercial used a pointillism-inspired animation style tracing humanity's technological evolution from early tools like fire to modern breakthroughs. The 60-second spot culminated with modern AI applications showing ChatGPT handling everyday tasks like drafting business plans and language tutoring.
How did OpenAI approach the messaging of their Super Bowl advertisement?
According to [theverge.com](https://theverge.com/openai/608476/openai-super-bowl-chatgpt-commercial), the commercial deliberately avoided mentioning AGI or superintelligence. Instead, CMO Kate Rouch wanted the message to feel relevant to the estimated 130 million Super Bowl viewers, many of whom might have no prior familiarity with AI.
What technology did OpenAI use in creating the Super Bowl commercial?
[theverge.com](https://theverge.com/openai/608476/openai-super-bowl-chatgpt-commercial) revealed that OpenAI used their text-to-video AI Sora during the commercial's conception to rapidly prototype ideas and explore different camera treatments. The final animation was created through a different process, though Sora played a key role in the initial creative exploration.