Perplexity takes on Google with “Squid Game” star in aggressive new TV ad

Perplexity’s new TV commercial starring “Squid Game” actor Lee Jung-jae directly challenges Google’s search dominance by highlighting AI-powered answers versus traditional search results. The strategic ad campaign represents an escalation in the emerging competitive landscape between AI search tools, taking direct aim at both Google’s ad-filled results and a previous AI response error while showcasing Perplexity’s multilingual capabilities and factual accuracy.

The big picture: Perplexity is embracing confrontational marketing tactics reminiscent of the classic Mac vs. PC ads, signaling a new phase of competition in the AI search market.

• The advertisement places “Squid Game” star Lee Jung-jae in a high-pressure scenario where he must quickly find accurate information to escape a dangerous situation.
• By creating a fictitious competitor called “Poogle,” Perplexity directly targets Google’s search experience while positioning itself as “Where Knowledge Begins.”

Key details: The commercial features two specific challenges that highlight perceived weaknesses in competing search and AI products.

• In the first scenario, Lee Jung-jae must find information about removing coffee stains from shirts, with “Poogle” showing him ad-filled results while Perplexity delivers a clean, immediate answer—even translating from Korean to English.
• The second challenge references a notorious AI error regarding cheese adhesion on pizza, with Perplexity correctly recommending “fresh low-moisture mozzarella” while pointedly adding “don’t use glue.”

Reading between the lines: The advertisement strategically positions Perplexity against both traditional search engines and other AI chatbots.

• While the ad primarily targets Google with its “Poogle” parody, it also appears to challenge ChatGPT’s dominance in the AI assistant space.
• The commercial’s dramatic scenario and celebrity endorsement suggest Perplexity is investing significantly in brand awareness to compete against larger, more established players.

Why this matters: The emergence of aggressive marketing in the AI search space signals the beginning of more intense competition for user attention and market share.

• As AI tools become more mainstream, companies are moving beyond technical comparisons to emotion-driven marketing that emphasizes user experience and reliability.
• The ad represents a shift in how AI companies are positioning themselves—from collaborative industry development to direct competition for consumer loyalty.