Billion-dollar AI startup Perplexity just launched its first-ever paid marketing campaign.
Conceptualized by indie agency Sandwich and directed by Seth Worley, "The Know-It-Alls" is a cinematic commercial disguised as a blockbuster movie trailer.
Premiering during Game 1 of the NBA finals, it aims to introduce Perplexity to mainstream America and show off its capabilities.
The idea for the campaign stemmed from Perplexity's slogan "Know It All," which champions curiosity and discovery.
In line with this, the spot takes a lot of risks with its less-than-straightforward approach.
Viewers might not recognize the trailer as a Perplexity ad at first glance, incentivizing them to really pay attention.
"If we take a bunch of easy shots and not the threes, we’re not going to win this game," Perplexity Chief Business Officer Dmitry Shevelenko said in a statement to ADWEEK.
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Sandwich Founder Adam Lisagor also shared that the agency was told not to make an ad for Perplexity, but atrailer for a movie that doesn’t exist.
It was an ad Lisagor had been looking to make all his life.
Funnily enough, "The Know-It-Alls" has already received attention from Hollywood, with some studios looking to develop the concept into a film or series.
Perplexity also has plans to work on content in different genres while building its ad business.
The company has already attracted big clients, including the Cleveland Cavaliers, Snowflake, and Universal McCann.
A Movie That Doesn't Exist
The spot hilariously plays on action movie tropes, featuring a young inventor approaching a retired recluse for help on a top-secret project that will improve society.
The old scientist then gathers up a group of old colleagues, forming a crew of zany inventors with different specializations.
— Perplexity (@perplexity_ai) June 7, 2024
Perplexity’s branding can be seen subtly throughout the trailer, focusing on the platform’s practical uses in research and development.
The full version of the ad will be shown on Disney-owned streaming channels, with a 30-second cut airing during the NBA Finals.
The campaign also includes out-of-home ads with QR codes linking to Perplexity's services.
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Editing by Katherine 'Makkie' Maclang
