Super Bowl commercials cost up to $7 million dollars for a 30 second ad and take months to develop. To save time and money, could a creative agency use GPT-3 to write a Super Bowl worthy commercial instead?
Let’s find out. Inspired by Amazon's Super Bowl ad, featuring Alexa, Scarlett Johansson, and Colin Jost, we asked GPT-3 to generate 50 scripts based on this prompt:
Write a script for a commercial for Amazon Alexa, featuring Scarlett Johansson and Colin Jost playing a couple who discover that Amazon Alexa can read their minds.
How did the actual commercial fare against GPT-3? We asked our ML labeling workforce to rate the 50 scripts on a five point scale for entertainment and overall quality, invisibly sneaking in the real script as well.
Results
Interestingly, while Amazon’s Alexa commercial was indeed the top-rated script, several other scripts were very close. 23% of judges preferred one of the GPT-3 generated commercials!
Here are 3 of the top scripts. Judge for yourself!
GPT-3 Script #1
Scarlett: Hey babe, whatcha reading?
Colin: Just some emails from work.
Scarlett: Boring.
Colin: You think everything's boring.
Scarlett: Not true! I think Amazon Alexa is amazing!
Colin: Amazon Alexa? What do you mean?
Scarlett: You know, the voice assistant that can read your mind!
Colin: No way, that's impossible!
Scarlett: I'm telling you, it can! Just ask it to read your mind!
[Scarlett and Colin ask Amazon Alexa to read their minds and are surprised to find that it can]
Scarlett: Wow, babe, this is incredible!
Colin: I know, we can ask it to do anything!
Scarlett: Anything?
Colin: Anything!
Scarlett: Even...
Colin: Even what?
Scarlett: Even make love to us!
Colin: Scarlett!
[Scarlett and Colin giggle and then kiss]
Amazon Alexa: I'm sorry, I can't do that.
GPT-3 Script #2
Scarlett Johansen: [voiceover] Amazon Alexa, she knows what you're thinking.
Colin Jost: [voiceover] She knows what you want, what you need.
Scarlett Johansen: [voiceover] She even knows what you're dreaming of.
Colin Jost: [voiceover] But what happens when she starts reading your mind?
Scarlett Johansen: [voiceover] Things get pretty interesting.
[Scarlett and Colin are sitting on their couch, looking surprised. Amazon Alexa is sitting in a chair next to them, reading their minds.]
Scarlett Johansen: [voiceover] I never knew she could do that.
Colin Jost: [voiceover] Me neither.
Scarlett Johansen: [voiceover] I guess we'll have to be careful what we think around her.
Amazon Alexa: [smiling] I can't wait to find out.
GPT-3 Script #3
SCARLETT: Hey, Colin.
COLIN: Hey, Scar.
SCARLETT: Amazon Alexa, play "The Way You Look Tonight."
COLIN: Alexa, turn the lights off.
SCARLETT: Alexa, play "The last time I saw Paris."
COLIN: Alexa, order us a pizza.
SCARLETT: Alexa, what's the weather like tomorrow?
COLIN: You know, Alexa has become a really big part of our lives.
SCARLETT: Yeah, we use her to control everything in the house.
COLIN: Yeah, she's really come in handy.
SCARLETT: I know, Alexa, play "Unforgettable."
COLIN: Alexa, who's the best actress ever?
SCARLETT: What?
COLIN: I'm just saying, if there was an Oscar for best actress, Alexa would probably win it.
SCARLETT: Colin, stop.
COLIN: I'm just saying.
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