Inside Perplexity’s marketing play with Lewis Hamilton

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.

Short on time?

Here is a table of content for quick access:

The future of marketing: AI transformations by 2026

Discover AI marketing’s future in 2026 with predictions on automation, personalization, decision-making, emerging tech, and ethical challenges.

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…