ChatGPT vs. Planning:A Battle for Our Times

Working Paper No. 34

Glad tidings for any planners reading this.

You still have a job.

At least you do in 2023, if the experiment below is anything to go by.

Last week I set ChatGPT the challenge of writing a creative brief for Stella Artois in less than 400words.

The one thing you might expect it to do would be come in under the word limit but that turned out to be expecting too much. You will find the 442word brief below.

Product: Stella Artois Beer

Objective: Develop a captivating advertising campaign for Stella Artois beer that showcases its premium quality, sophisticated heritage, and timeless appeal. The campaign should evoke a sense of refined elegance and inspire consumers to embrace the art of savouring life's moments.

Target Audience: Adults aged 25-40 who appreciate the finer things in life. They seek quality, authenticity, and enjoy indulging in memorable experiences. They value craftsmanship, sophistication, and have a taste for premium products. They are socially active and aspire to live a life of elegance and style.

Key Message: Stella Artois is more than a beer; it represents the epitome of refined taste, craftsmanship, and European heritage. Every sip of Stella Artois transports you to a world of timeless sophistication, encouraging you to savour the art of living.

Brand Personality: Sophisticated, elegant, refined, and timeless. Stella Artois embodies European sophistication, craftsmanship, and attention to detail. It's the beer of choice for those who appreciate the art of savouring life's moments.

Communication Channels: Television commercials, digital platforms (social media, online videos), print media, outdoor billboards, and experiential events. Reach the target audience at key touchpoints where they engage with media and experience social gatherings.

Key Creative Elements:

Visuals: Showcase the elegance and beauty of European settings, emphasizing the sophistication of the Stella Artois experience. Capture the art of pouring and serving Stella Artois, highlighting its golden colour and signature chalice glass.

Music and Audio: Feature a refined and evocative soundtrack that enhances the emotional connection, reinforcing the sophisticated and timeless nature of Stella Artois.

Storytelling: Tell captivating stories that revolve around memorable moments, elevated social gatherings, and the art of savouring life's pleasures. Illustrate the rituals of pouring, sharing, and appreciating Stella Artois, celebrating its role in creating meaningful connections.

Tagline: Develop a memorable tagline that encapsulates the brand's essence, such as "Savour the Art of Timeless Elegance" or "Embrace the Refined Taste of Stella Artois."

Call to Action: Include a clear call to action, urging consumers to savour the art of life by enjoying Stella Artois in their moments of celebration and relaxation. Encourage them to visit a dedicated campaign website, engage with Stella Artois on social media, and explore unique experiences related to the brand.

Timeline and Budget: The campaign will run for six months, with an initial burst focusing on building brand awareness and subsequent months reinforcing the messaging. The allocated budget is $4 million, covering production costs and media placement.

Measurement: Measure success through key performance indicators (KPIs) like brand awareness, ad recall, social media engagement, and sales uplift. Conduct surveys and market research to assess the campaign's impact on brand perception and purchase intent.

Note: This brief serves as a foundation for the campaign, guiding the creative development process. Ensure the final output aligns with the brand's objectives and resonates with the target audience, capturing the essence of Stella Artois' refined and timeless appeal.

Hats off if you managed to read that without losing the will to live.

If, more likely, you skimmed over it, a) you’re forgiven and b) here are some of the ‘highlights’…

It seems that ChatGPT is rather keen on the brand being present in a ‘sophisticated’ manner. The word (including sophistication) appears in the brief seven times.

That sophistication needs to be ‘timeless’ – five appearances.

There’s a good deal of ‘savouring’ demanded – six appearances (including savour and savoured).

And there can be little doubt about the ‘refined/finer’ nature of the beer and its drinkers – five.

The budget is an intriguing $4million. Four million that pays for production of the TVC and associated video, print media (including OOH), a dedicated website and experiential events. Oh, and er, 6months of media.

If you return to the ‘Key Message’ in search of a springboard for an advertising idea, you’ll find this: “Every sip of Stella Artois transports you to a world of timeless sophistication, encouraging you to savour the art of living.”

It would seem that ChatGPT has not read the ASA’s BCAP, which states that:

“Alcohol must not be portrayed as capable of changing mood, physical condition or behaviour.”

Stella can’t transport you anywhere and it can’t encourage you to do anything, at least not in a commercial that aspires to be aired on TV in the UK.

Having ruled that out what’s left?

It’s difficult to see anything beyond the last resort of the desperate – a lifestyle commercial.

In order to discover just how desperate ChatGPT was I fed the app its own medicine by asking it to execute the brief it had written in the form of a 60second TV commercial.

And here’s the result:

[Opening shot: A luxurious and beautifully decorated dining room with a long table adorned with candles and exquisite place settings.]

Narrator (voiceover): In a world of fleeting trends and ordinary experiences...

[Cut to a close-up shot of a hand carefully pouring a bottle of Stella Artois into a chalice, capturing the golden liquid and the signature foam forming on top.]

Narrator (voiceover): Stella Artois invites you to embrace the extraordinary.

[Transition to a vibrant rooftop party scene, where friends are laughing, clinking glasses, and enjoying the night.]

Narrator (voiceover): This is not just any beer. This is a testament to time-honoured craftsmanship.

[The camera pans across a bustling brewery, showcasing the precision and dedication of the master brewers.]

Narrator (voiceover): Stella Artois, meticulously crafted using the finest ingredients and age-old traditions.

[Cut to a young couple, elegantly dressed, sitting on a rooftop terrace, overlooking a city skyline, holding their chalices.]

Narrator (voiceover): It's a beer that transcends generations, bringing elegance and sophistication to every moment.

[Transition to a vibrant outdoor gathering, with a long table surrounded by friends enjoying a delicious meal.]

Narrator (voiceover): From intimate celebrations to vibrant soirées, Stella Artois elevates every occasion.

[The camera focuses on the details, capturing the condensation on the chalice, the bubbles dancing inside, and the smiles on people's faces.]

Narrator (voiceover): The taste is unmistakable, refined, and timeless. A symphony of flavours that leaves a lasting impression.

[Cut to a captivating shot of a hand holding a chalice, with a beautiful sunset in the background.]

Narrator (voiceover): As the sun sets on another day, raise your chalice high and savour the moment.

[The screen transitions to a black background with golden sparks of light, revealing the Stella Artois logo and the tagline: "Elevate Every Moment."]

Narrator (voiceover): Stella Artois. An invitation to cherish life's most extraordinary moments.

[Closing shot: The camera zooms out to reveal a group of friends raising their chalices, clinking them together in a toast.]

Voiceover (softly): Stella Artois. Timeless elegance in every sip.

[End with the sound of glasses clinking and laughter.]

It seems that ChatGPT was as desperate as an alcoholic standing outside a Wetherspoons in Middlesborough, at 5.59 on a wintery Monday morning.

When Wetherspoons finally opens its doors at 6am, boy will ChatGPT need that pint of Stella as it looks back over the execrable garbage that is shortly to be put before the brand manager.

Do, please, embrace the extraordinary and cherish the symphony of clichés that leaves no lasting impression.

Apparently, Stella elevates every occasion, which will, I’m afraid, include the blood pressure of the folks at the ASA as they strike through the claim.

At least that will reduce the number of words the narrator is required to gallop through. It currently stands at 115 in the minute. The recommended number of words per minute for someone making a presentation is around 120. And that’s a presentation to which people are attending, instead of an advert to which they’d rather not.

If you’ve already forgotten it, the ‘memorable tagline’ that was requested in the brief, turned out to be: “Timeless elegance in every sip.”

Maybe ChatGPT was suffering from an almighty hangover when it attempted to steal your job as a planner and then gain ingress to the creative department.

To test that hypothesis, another planning task was put before it.

‘Write a creative brief for Peroni in less than 400words.’

Once again it failed to obey the order relating to word count, coming in at a whopping 508. All of which can be found below:

Product: Peroni Beer

Objective: The objective of this creative brief is to develop a compelling advertising campaign for Peroni beer that captures the essence of Italian style, sophistication, and craftsmanship. The campaign should evoke a sense of aspiration and celebration while highlighting the unique taste and heritage of Peroni.

Target Audience: The target audience for Peroni beer is adults aged 25-45 who appreciate quality, craftsmanship, and a sophisticated lifestyle. They are individuals who value authenticity, enjoy socializing with friends, and seek out memorable experiences. They are likely to have a taste for the finer things in life and are open to exploring new flavours and cultural experiences.

Key Message: Peroni is more than just a beer; it's the embodiment of Italian craftsmanship, style, and passion. Every sip of Peroni takes you on a journey to the sun-kissed shores of Italy, offering a taste experience that is refined, refreshing, and timeless.

Brand Personality: The brand personality of Peroni should be portrayed as sophisticated, elegant, and authentic. It should exude a sense of Italian style, craftsmanship, and attention to detail. Peroni is the beer of choice for those who appreciate the finer things in life and seek a moment of indulgence.

Communication Channels: The advertising campaign will be executed through various channels, including television commercials, digital platforms (social media, online videos), print media, outdoor billboards, and experiential events. The goal is to reach the target audience at key touchpoints where they engage with media and experience social gatherings.

Key Creative Elements:

Visuals: The visuals should showcase the beauty of Italy, including its landscapes, architecture, and vibrant social scenes. It should convey a sense of sophistication and elegance while highlighting the craftsmanship and heritage of Peroni.

Music and Audio: The soundtrack should feature Italian-inspired music that creates an emotional connection and evokes a sense of celebration and joy.

Storytelling: The campaign should tell a captivating story that captures the essence of Italian culture and the unique journey of Peroni. It should focus on shared moments of friendship, celebration, and enjoyment, emphasizing the role of Peroni in enhancing these experiences.

Tagline: Develop a memorable tagline that encapsulates the brand's essence and resonates with the target audience. It should convey the idea of Peroni being the epitome of Italian style and craftsmanship.

Call to Action: The campaign should include a clear call to action, encouraging the target audience to experience the taste of Italy with Peroni. This could include visiting a dedicated campaign website, joining exclusive events, or engaging with Peroni's social media channels.

Timeline and Budget: The campaign will run for a period of six months, with the initial burst focusing on building brand awareness and the subsequent months reinforcing the messaging. The allocated budget for the campaign is $5 million, including production costs and media placement.

Measurement: The success of the campaign will be measured through various key performance indicators (KPIs), including brand awareness, ad recall, engagement on social media, and sales uplift. Surveys and market research will be conducted to assess the campaign's impact on brand perception and purchase intent.

To save you the discomfort of returning to the Stella brief, here are some points of similarity:

Sophistication, heritage, quality, taste/appreciation of the finer things, timeless, elegance/elegant, attention to detail, beer of choice, more than a beer, sharing, social gatherings/socialising, compelling/captivating, storytelling, a Key Message that won’t get past the ASA and another recipe for a lifestyle ad.

Some points of difference:

The target audience has been extended by five years to 45years, which is way more sophisticated.

The budget has notched up by a million bucks. Asahi has bigger aspirations than ABV.

And, here’s where ChatGPT really earned its money, whilst Stella was European, Peroni is (drum roll goes here) Italian.

Once again, the brief was fed back to ChatGPT with the requirement to deliver a 60second TVC.

Here’s the result of its ruminations:

Scene: A picturesque Italian coastal town, bathed in golden sunlight. The camera pans over cobblestone streets, lined with colourful buildings and bustling cafes.]

Narrator (Voiceover): In a world where elegance reigns, and moments become memories, there is a beer that embodies the essence of Italian style.

[Close-up shots of people engaged in sophisticated activities: an artist sketching on a terrace, a couple browsing a high-end fashion boutique, a group of friends enjoying a gourmet meal.]

Narrator (Voiceover): Peroni Nastro Azzurro. Crafted with precision and passion since 1846, this is more than just a beer. It's a taste of la dolce vita, the sweet life.

[Cut to a sun-drenched rooftop terrace overlooking the sparkling sea. A group of stylish friends gather around a table, clinking their glasses of Peroni.]

Narrator (Voiceover): It's the beer that elevates every occasion, turning gatherings into celebrations, and ordinary moments into extraordinary experiences.

[As the camera zooms in on a glass of Peroni, condensation glistening on its smooth surface, a sense of anticipation builds.]

Narrator (Voiceover): With its refined taste, brewed to perfection using only the finest ingredients, Peroni Nastro Azzurro delivers a premium drinking experience that captivates the senses.

[Cut to a vibrant art gallery opening, where guests mingle amidst captivating artworks, sipping on Peroni.]

Narrator (Voiceover): Immerse yourself in the cultural riches of Italy, where art, fashion, design, and gastronomy converge. Let Peroni transport you to a world of timeless elegance and vibrant creativity.

[Quick shots of a fashion runway, an exquisite pasta dish being prepared, and a couple dancing under the stars.]

Narrator (Voiceover): It's the beer that complements the sophisticated moments in life, the ones that become cherished memories. Peroni Nastro Azzurro, where every sip is a toast to refined taste and authentic Italian heritage.

[The camera pans to a bustling Italian piazza, filled with laughter, clinking glasses, and the unmistakable energy of a vibrant social scene.]

Narrator (Voiceover): Raise your glass and celebrate life's special moments with Peroni Nastro Azzurro. Embrace the Italian way of life, where style, sophistication, and genuine connections come together.

[The screen fades to the Peroni logo, accompanied by a soft, melodic Italian tune.]

Narrator (Voiceover): Peroni Nastro Azzurro. Taste the spirit of la dolce vita. Peroni. Italian for style.

[End with the tagline displayed on the screen: "Peroni Nastro Azzurro. Taste the Spirit of La Dolce Vita."]

[Fade out.]

Hang on a minute, we seem to be living in a Schrödinger world…

According to Stella it’s a world of fleeting trends and ordinary experiences.

At yet, at the same time, Peroni sees our planet as a place where elegance reigns, and moments become memories.

Notwithstanding, the two worlds are united by a cringe-making carnival of clichés. And by two beers made from the finest ingredients, that aspire to elevate every occasion, and that should be raised and clinked in celebration of the moment.

It used to be jokingly said of lifestyle commercials that, ‘You could get a bit of software to write that crap’.

It’s no longer a joke.

We have ChatGPT and it’s writing exactly that.

The miracle of AI was also set the challenge of writing a brief and commercial for Birra Moretti.

I’ll spare you the output but it’ll come as little surprise for you to learn that it was another lifestyle execution, distinguished only by virtue of being set in rural Italy.

Does the above exercise mean we can all sit back and lounge on our laurels, smirking at the mediocre efforts of AI?

Answer: No.

Because, in this instance at least, AI is actually shouldering the blame for the mediocrity of HI – Human Intelligence.

As you well know, when used in this way, the output of AI is ultimately a function of what it’s found out there on the internet. At some point, actual people, actually wrote that garbage. And, as the saying goes, ‘Garbage in. Garbage out.’

Finally, there’s a moral to this story…

If you write a really good brief, for goodness’ sake don’t post it online or ChatGPT will nick it and eventually nick your job too.