Advertising
Lewis Hamilton and Eric André Bring AI to Life in Perplexity’s Comedy Short “The Garage”
Perplexity AI, the fast-rising search engine challenger to Google, is taking a fresh approach to marketing — with a sense of humor. The company has released a new comedy short titled “The Garage” starring seven-time Formula One world champion Lewis Hamilton and comedian Eric André (The Eric André Show, The Lion King).
Produced by London-based Black-owned Sata Studios, the short spotlights Perplexity’s growing roster of athlete partners while underscoring the brand’s values: curiosity, excellence, and the relentless drive to ask better questions.
The Plot: When Curiosity Meets Chaos
In “The Garage,” Eric André plays Lewis Hamilton’s slightly clueless neighbor, who stumbles into the racing legend’s workshop while he’s fixing a motorbike. When Hamilton asks André to hand him a tool, confusion ensues — and André hilariously turns to Perplexity for guidance.
The exchange quickly devolves into a laugh-filled back-and-forth that highlights Perplexity’s role as a go-to AI assistant for any moment, serious or absurd.
“We’ve all been there in that moment of panic when you’re trying to impress but have no idea what the answer is,” said Stevie Amoh, co-founder of Sata Studios. “That’s what we wanted to lean into — that awkward, human moment that AI can now help you through.”
The comedic chemistry between Hamilton and André shines, turning what could have been a simple ad into a relatable sketch about technology, curiosity, and ego.
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Lewis Hamilton’s Passion for Learning and AI
As both a global partner and investor in Perplexity, Hamilton brings authenticity to the campaign. The Formula 1 superstar has long emphasized curiosity and lifelong learning as part of his success on and off the track.
“Perplexity is a tool I use to stay curious and keep learning,” Hamilton said. “Working with the team and Eric to bring that to life in a way that entertains people was brilliant. I hope it shows how Perplexity can help with any question and any moment.”
Perplexity’s vice president of business, Ryan Foutty, added that Hamilton “transcends racing,” representing the curiosity and excellence the brand aims to inspire.
The film follows Perplexity’s earlier March 2025 campaign starring Squid Game actor Lee Jung-jae, titled “Perplexity Questions.” That short explored curiosity through a suspenseful, game-show-style lens — proving Perplexity’s knack for blending storytelling with cultural icons.
With Hamilton’s partnership, the company continues its strategy of collaborating with personalities who genuinely use and believe in the product. Perplexity’s branding now appears on Hamilton’s Ferrari helmet, further tying the AI platform to the world of elite performance.
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Perplexity’s Bold New Marketing Era
As AI becomes central to search and discovery, Perplexity is positioning itself as a human-first alternative to Google — one that prizes verifiable, conversational answers. By pairing Hamilton’s discipline with André’s comedy, “The Garage” delivers a message that’s both entertaining and inspiring: champions are made by asking better questions.
With the perfect mix of star power, humor, and innovation, Perplexity’s latest short proves that AI can do more than answer questions — it can make you laugh while doing it.
