Perplexity goes pop culture with Lewis Hamilton and Eric André
Perplexity enlists Hamilton and André in a comedy short. Here's what it means for brand-led AI storytelling
AI search startup Perplexity has rolled out a new campaign featuring an unlikely yet strategic duo: Formula 1 champion Lewis Hamilton and absurdist comedian Eric André. Framed as a short film titled The Garage, the clip highlights how curiosity powers both excellence in sport and breakthroughs in technology.
While many AI brands lean on product demos or whitepapers, Perplexity is making a different bet, embedding its value proposition into pop culture narratives that entertain, not just inform. This article explores how Perplexity’s latest campaign fits into its broader marketing play and what marketers can learn from its culturally attuned approach.
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Here is a table of content for quick access:
- What's in The Garage?
- A marketing playbook built around culture, not just features
- What marketers should take away
Patrecia Meliana
What's in The Garage?
Produced by Black-owned Sata Studios, The Garage stars Hamilton as a motorcycle hobbyist and André as his well-meaning but clueless neighbor. When Hamilton asks André for a tool, the comedian turns to Perplexity for help. The exchange turns chaotic (André ends up smashing Hamilton’s phone), but the core message is clear: being curious and asking the right questions sets winners apart.
Hamilton isn’t just a celebrity cameo. He’s a global partner and investor in the company, embodying Perplexity’s focus on curiosity, excellence, and exploration. His quote sums it up: “Perplexity is a tool I use to stay curious and keep learning.”
The short doubles as a light-hearted product demo, showing how Perplexity quickly delivers answers that help users navigate tricky or unfamiliar situations, whether that’s fixing a bike or pretending to know about one.
A marketing playbook built around culture, not just features
The Garage follows another culturally anchored short released by Perplexity in March 2025, starring Squid Game actor Lee Jung-jae. That film, Perplexity Questions, leaned into suspense and gamification to show how the AI tool simplifies knowledge discovery, contrasting its direct answers with the clutter of traditional search engines.
@lewishamilton Don’t got Plex for Plex with me, could get dangerous @Perplexity
♬ original sound - Lewis Hamilton
Together, the two shorts signal a clear marketing direction. Perplexity isn’t just courting tech enthusiasts. It’s positioning itself as a brand for the curious-minded across sport, entertainment, and everyday life.
While some AI companies are still fixated on benchmarks and academic credibility, Perplexity is investing in human storytelling, comedy, and visual metaphors that resonate beyond early adopters. The choice of partners, Hamilton, Jung-jae, and now André, suggests a strategy built around earned trust and cultural crossover.
What marketers should take away
Perplexity’s campaign isn’t just funny—it’s strategic. By blending star power with product storytelling, the brand offers a fresh template for how AI tools can market themselves in a crowded space. Here are four takeaways for marketers looking to do the same:
- Marketing AI? Lead with humans, not hardware
Perplexity’s approach shows that you don’t need to explain the mechanics of AI to sell it. Instead, they’ve used real personalities to show how AI becomes part of everyday problem-solving. That’s a blueprint for marketers looking to humanize complex tech.
Patrecia Meliana
- Tap real advocates, not just influencers
Hamilton’s role goes beyond ambassador. He’s an investor and vocal user. For marketers, this reinforces the value of authentic partnerships over generic sponsorships. Backers who use the product can deliver more convincing and emotionally resonant messages.
- Short-form content still rules
With under-two-minute runtimes, both shorts are designed for YouTube and social sharing. Marketers should note the blend of narrative and brevity, a combo that invites repeat views and low-friction sharing without dumbing down the brand.
Patrecia Meliana
- Don’t be afraid to mix formats
By blending comedy with subtle product messaging, Perplexity sidesteps the typical explainer video mold. It’s a reminder that marketers can and should experiment with formats that don’t feel like traditional ads, especially in categories as saturated as AI.
Perplexity isn’t just explaining what its AI does. It’s showing how curiosity plays out in everyday, often hilarious, situations and how its product fits naturally into that dynamic. For marketers in the AI and tech space, the campaign offers a lesson in trust-building through entertainment, not exposition.
As the AI marketing playbook evolves, Perplexity’s latest shorts show that storytelling, cultural fluency, and emotional intelligence may matter more than algorithm talk. If your brand can help someone pass the wrench or answer a tough question, it might just earn a place in their daily toolkit.
