Matthew McConaughey stands in a scenic field, pondering the question: “Who’s going to become self-aware first—AI or us?” He directs this to a squirrel on a tree stump, whose eyes glow with a digital effect. The camera reveals dozens more squirrels across the hillside, many with the same glowing eyes. Text appears: “Ask More of AI,” followed by the Salesforce logo.
The Formula (That Works at Any Budget)
Thought-Provoking Hook = AI vs. human self-awareness
The ad taps into modern fears and curiosities around artificial intelligence and consciousness.
→ Lesson: Use a culturally relevant question to spark curiosity and provoke thought.
Surreal Imagery = Squirrels with glowing AI eyes
The idea of squirrels becoming self-aware before humans adds an unexpected, memorable twist.
→ Lesson: Use strange or surreal visuals to bring abstract concepts to life.
Simple CTA = “Ask More of AI”
After the buildup, the punchline lands cleanly—connecting philosophical curiosity to Salesforce’s AI tools.
→ Lesson: Tie your narrative back to the product with a bold, focused message.
Humor Breakdown
The humor here is subtle and surreal. It’s not laugh-out-loud funny, but the idea of a squirrel becoming AI-sentient—especially when paired with McConaughey’s deep delivery—creates a weird, memorable absurdity. It’s the kind of humor that lingers.
→ Lesson: Not all humor needs to be overt; dry, surreal comedy can elevate your brand when done right.
Final Verdict
Salesforce leans into curiosity, celebrity power, and visual weirdness to create an ad that stands out. It doesn’t overexplain—just poses a question, uses surreal visuals, and delivers a clean message. It positions Salesforce as the brand that sees the bigger picture when it comes to AI.
BRAVE-o-meter Score
B-8 | R-6 | A-9 | V-8 | E-6
BRAVE – 7.4/10
Watch the full ad & learn more:
Website: https://www.salesforce.com
LinkedIn: Salesforce on LinkedIn
