Key Takeaways:
- Perplexity enlists Squid Game's Lee Jung-Jae to prove AI search is faster and smarter.
- The bold ad campaign playfully critiques traditional search engines, positioning Perplexity as a faster, smarter alternative.
- With a yearlong partnership, the brand is betting big on entertainment-driven marketing to increase awareness and attract new users.
Perplexity is making its biggest marketing play yet, recruiting "Squid Game" star Lee Jung-Jae to demonstrate how its AI-powered search delivers instant answers.
Creative agency Sandwich developed the concept, with Universal McCann managing social media placements.
While AI played a role in brainstorming, Perplexity emphasizes that the final production was entirely human-led.
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According to a statement from Perplexity Chief Business Officer Dmirtry Shevelenko, the campaign is positioned at a turning point for AI as it transcends the tech world and begins to see mainstream adoption.
"People shouldn't have to dig through endless links just to find what they need. This campaign shows how search should actually work."
The ad is also backed by a mid-seven-figure media buy across major streaming platforms, marking Perplexity's most significant investment in consumer outreach.
Beyond the main commercial, additional content will showcase how Lee integrates Perplexity into his daily life, reinforcing the platform's ease of use and accessibility.
Big brands are turning to entertainment-driven marketing, and Perplexity's partnership with Lee shows how AI companies can break into the mainstream.
By leveraging a global star, the campaign proves that influencer partnerships can make even tech products feel personal and accessible.
A Familiar Predicament
A 90-second ad filmed in Korea takes a playful dig at traditional search engines — referred to as "Poogle" in the spot.
It opens with Lee entering his dressing room after a day of filming, only to be trapped in an ominous hallway.
A lone TV monitor begins to ask him a series of questions, threatening to freeze him if he doesn't know the answer.
In a tense, high-stakes moment, Lee needs fast answers but is met with a wall of irrelevant Google search results.
Frustrated, he turns to Perplexity's AI assistant and gets clear, immediate responses, helping him escape his predicament.
The commercial launched Monday before and it will expand to Korea, Japan, and Europe over the next 10 days.
Viewers can catch it on Amazon Prime, Twitch, Tubi, Disney, and Hulu, with localized versions tailored to each region.
By blending humor, cultural relevance, and a direct challenge to traditional search engines, Perplexity delivers a clear message: search should be smart, fast, and frustration-free.
A Strategic Partnership
This is more than just a one-time ad. Perplexity has signed a yearlong partnership with Artist United, a management company co-owned by Lee.
It has adopted Perplexity's enterprise pro tools for research, content creation, and workflow automation.
With Netflix's "Squid Game" returning for its third season in June, the timing aligns perfectly.
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Perplexity is tapping into a global audience already familiar with its star endorser while positioning itself as a go-to alternative for those frustrated with traditional search engines.
The AI search startup currently handles over 20 million daily searches and aims to reach 100 million within the next year.
Now valued at $9 billion, Perplexity continues to expand its capabilities, recently launching an AI-powered web browser, an Android assistant, and enhanced voice search features.
