Perplexity's Bold Move

In a bold move to carve out its niche in the competitive search engine landscape, Perplexity has launched an eye-catching advertisement featuring the star of Netflix's hit series *Squid Game*, Lee Jung-jae. This playful 90-second spot not only showcases the capabilities of Perplexity but also playfully mocks Google through a fictional search engine named "Poogle."

Ad Overview

Set against a dramatic backdrop reminiscent of the nail-biting tension found in *Squid Game*, the ad depicts Lee taking a break on set and finding himself trapped in a mysterious hallway. A retro television screen ominously hangs from the ceiling, where a voice presents him with three challenging questions in a life-or-death scenario.

Challenges Faced by Lee Jung-jae

His first challenge involves removing coffee stains from a white shirt. As the temperature drops in the hallway, Lee turns to the "Poogle" app for help. However, he soon finds himself overwhelmed with irrelevant and unhelpful responses. In a moment of desperation, he switches to Perplexity, speaking the question in Korean, and is instantly rewarded with a direct and practical answer.

The tension continues as he faces a second question: how to ensure cheese adheres perfectly to pizza. Yet again, he seeks assistance from Perplexity, which delivers with clarity and precision. The third and final question, "Who was the first Korean actor to win an Emmy?" is one Lee already knows, showcasing his confidence and knowledge.

Conclusion of the Ad

The ad wraps up with a catchy tagline, "Ask Anything," solidifying Perplexity’s brand message.

Strategic Positioning

By choosing Lee Jung-jae, a household name particularly in South Korea and across Asia, Perplexity is strategically positioning itself to resonate with a growing international audience as it seeks to expand its influence in the search engine market.

Creative Direction

According to Adweek, the creative direction was achieved in-house with assistance from the advertising agency Sandwich, despite Perplexity not having an official agency of record. Meanwhile, Universal McCann manages the company’s social media advertising, while Perplexity takes charge of its streaming ad placements.

Teaser Release

In an exciting lead-up to the campaign, Perplexity released a teaser just three days prior to the ad's official launch, heightening anticipation and curiosity about how this innovative search tool can revolutionize the way users seek information online.

Perplexity's Commitment

This daring campaign is not just a promotional effort; it signifies Perplexity's commitment to provide users with smarter, more useful search experiences in a market dominated by heavyweights like Google. With a unique blend of humor and pop culture, Perplexity is ready to challenge conventions and win over users worldwide.