OpenAI returned to the Super Bowl stage this year with a clear message for the masses: you don’t need to be a coding expert to create the future. The artificial intelligence giant aired a 60-second commercial titled “You Can Just Build Things” during the first quarter of the game, showcasing its Codex programming tool. The optimistic spot arrived amidst a heated public spat with competitor Anthropic and a swirl of viral rumors regarding a scrapped hardware launch.
The advertisement marks a strategic pivot for OpenAI. While ChatGPT has become a household name for writing and conversation, the company is now aggressively positioning its Codex technology as an engine for creation. By focusing on “builders,” the company aims to blur the lines between technical engineers and everyday creatives, suggesting that curiosity—not complex computer science degrees—is the only prerequisite for innovation.
Inside the “Just Build Things” Campaign
The 60-second spot takes viewers on a nostalgic and visual journey through the history of curiosity. It opens with an intimate shot of a child’s hand tracing a cobweb, establishing a theme of innate wonder. The commercial then moves rapidly through time, showing the evolution of tools used to satisfy that curiosity. Viewers see images of classroom notebooks, science textbooks, and early lines of computer code.
As the timeline advances, the ad features a Linux DVD being inserted into an older computer—a nod to the early days of open-source tinkering. These historical touchstones eventually give way to modern scenes of individuals building robots and writing software. The climax of the commercial reveals a user collaborating with ChatGPT to code on a modern laptop, powered by the Codex interface. The tagline, “You Can Just Build Things,” punctuates the ad, reinforcing the idea that AI can bridge the gap between an idea and a finished product.
According to reports on the ad’s production, OpenAI spent roughly the same amount on this year’s placement as its $14 million debut last year. The focus remains on expansive, human-centric storytelling rather than a dry listing of technical features.
Mixed Reactions from the Creative Industry
While the ad aimed to inspire, it left some industry observers questioning its clarity. Critics noted that while the storytelling was ambitious and visually polished, the actual utility of Codex might remain abstract to the “average Joe” watching the game. By trading specific product demonstrations for high-level symbolism, OpenAI risks projecting credibility without clearly explaining what it is actually selling to the non-technical consumer.
The Anthropic Feud: “Dishonest” Ads and Democratic Access
OpenAI’s uplifting message stood in stark contrast to the aggressive advertising tactics of its main rival, Anthropic. The competitor purchased its own Super Bowl inventory to run a series of ads directly attacking OpenAI’s business model. Anthropic’s campaign focused heavily on privacy and the user experience, proudly declaring that “Ads are coming to AI, not to Claude.”
This direct “slap” at OpenAI’s plan to introduce advertising into ChatGPT sparked a fierce response from OpenAI leadership. CEO Sam Altman did not hold back, taking to social media to label Anthropic’s commercials as “dishonest” and “authoritarian.” Altman and other OpenAI executives argued that Anthropic’s “privacy-first” stance effectively caters to the wealthy who can afford expensive subscriptions.
In defense of their own strategy, OpenAI positioned their ad-supported model as a tool for democratization. By allowing ads, they argue, they can offer powerful intelligence like ChatGPT to billions of people for free, rather than gating it behind a paywall.
Debunking the “Dime” Device Rumors
Leading up to kickoff, OpenAI was forced to manage more than just competitor attacks. A viral hoax gained traction on social media, claiming that the company had scrapped a planned commercial for a new AI hardware device at the last minute. The rumors, which originated on Reddit, described a metallic, orb-like device called “Dime” and alleged that the spot starred actor Alexander Skarsgård.
The speculation grew so intense that OpenAI executives had to step in. President Greg Brockman dismissed the reports as “fake news,” and communications leaders clarified that the “leaked” video footage was a complete fabrication. The rumors were traced back to a disgruntled user who had previously posted about bookkeeping services before pivoting to fake leaks. OpenAI confirmed that the “Just Build Things” spot for Codex was always the intended creative for the game, dispelling the idea of a chaotic, last-minute pivot.
