The Know-It Alls by Perplexity is a Movie-Style Trailer
Laura McQuarrie — June 11, 2024 — Tech
References: perplexity.ai & adweek
Inspired by an unofficial slogan, "Know It All," generative artificial intelligence startup Perplexity launched its first paid marketing campaign, The Know-It Alls.
Los Angeles-based indie agency Sandwich brought The Know-It Alls to fruition. "They said, ‘We don’t want to make an ad for Perplexity, we want to make a trailer for a movie that doesn’t exist—something about discovery, where the characters subtly use our platform, but the brand is barely present,’” said Sandwich founder Adam Lisagor.
While some timeless storytelling tropes are at play—like the main character who has fallen from grace yet is eager to make a comeback—the trailer was intentionally created to feel as real as possible and avoid having viewers immediately peg it as a fake trailer or parody.
Los Angeles-based indie agency Sandwich brought The Know-It Alls to fruition. "They said, ‘We don’t want to make an ad for Perplexity, we want to make a trailer for a movie that doesn’t exist—something about discovery, where the characters subtly use our platform, but the brand is barely present,’” said Sandwich founder Adam Lisagor.
While some timeless storytelling tropes are at play—like the main character who has fallen from grace yet is eager to make a comeback—the trailer was intentionally created to feel as real as possible and avoid having viewers immediately peg it as a fake trailer or parody.
Trend Themes
1. Movie-style Marketing Campaigns - Advertising campaigns mimicking movie trailers can create a more engaging and cinematic consumer experience.
2. Generative AI in Advertising - The use of generative AI can transform traditional marketing strategies by integrating sophisticated storytelling elements.
3. Subtle Brand Integration - Marketing that subtly incorporates product use without overt branding can achieve a more organic and genuine appeal.
Industry Implications
1. Film Production - Film production techniques repurposed for advertising signal a shift towards highly polished and narrative-driven marketing content.
2. Artificial Intelligence - Artificial intelligence is emerging as a powerful tool in creating innovative and highly personalized advertising campaigns.
3. Marketing and Advertising - The evolution of marketing and advertising techniques towards story-driven content is redefining consumer engagement.
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