Perplexity has always positioned itself as an ambitious upstart, but its latest marketing push is its clearest attempt yet to jump from tech disruptor to pop culture fixture. Backed by a $5m+ spend, the AI search startup has launched its most high-profile campaign to date, starring Squid Game megastar Lee Jung-jae. It’s not just buying media – it’s buying relevance.
The 90-second spot leans into Squid Game’s dystopian tension, swapping life-or-death questions for a battle between search engines: the bloated, sluggish “Poogle” and the fast, voice-led Perplexity. Slick and sharp, it’s clearly aimed at a younger, global audience.
The timing is razor-sharp. With Squid Game’s third season dropping this summer, Perplexity has hitched itself to a cultural juggernaut. But this is more than a celebrity endorsement. The year-long partnership with Jung-jae’s Artist United signals a deeper integration, embedding Perplexity into both his personal brand and professional workflows.
At its core, …