Pinterest targets advertisers in campaign inspired by Alfred Hitchcock’s film style

In a series of action videos, Pinterest showcases its full range of products for advertisers hoping to turn users into customers

Published On
Feb 21, 2024
Two women perched on top of a moving train.

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A favorite among Gen Z and millennials, Pinterest is the platform to find inspiration, home décor tips, recipes, and now a full suite of products for advertisers.

In a series of action videos, the platform showcases its full range of products for advertisers hoping to turn users into customers.

“The P is for Performance” features four mini-movies with a female duo who showcase how Pinterest can help drive sales in addition to brand awareness. 

 

“Inspired by the aesthetic of iconic action movies, we wanted to tell our performance advertising story in a way only Pinterest can—with elevated style and an element of the unexpected,” said Xanthe Wells, global creative VP at Pinterest. “We took a moviemaking approach and tapped exceptional talent from the film industry to craft a high-action story that breaks through the conventions of B2B marketing.”

Produced by the Pinterest House of Creative team, the mini-films follow the heroines through car chases and dangerous train rides while they discuss Pinterest’s strategies for advertisers.

The platform reported seeing an up to 28% increase in conversions and as much as a 96% increase in traffic for advertisers. The campaign focuses on performance products such as mobile deep links, direct links, its own API conversions and shopping ads. The last helps brands engage with users while they are still browsing on the platform.

The mini-films were directed by Tim Godsall and follow the look and style of director Alfred Hitchcock’s rear-projection technique. This method projects a pre-recorded visual behind the main shot, giving viewers a feeling of motion as if they are actually following the actors in a car chase.

 

Aside from this retro-esque feature, the spots open with a voice-over by Corey Burton, known for voicing Count Dooku in the animated series “Star Wars: The Clone Wars.” Burton introduces each spot by saying “High Action! Lower Funnel!” as the film titles, designed by Kurt Volk, fill the screen.

The videos also pay homage to other action classics. Pinterest heroines ride on top of a train, a la “Indiana Jones and the Last Crusade.” “Good thing Pinterest is giving marketers another choice with their new performance products,” one of the heroines tells viewers from the top of the train.  

“Car Chase” takes a page from James Bond’s “For Your Eyes Only.”  And snowmobile chase scene recalls the action in Bruce Willis' “Die Hard 2.” “Into conversion results,” one of our female leads says, to which the other replies, “What else would we be talking about?” The concept of “high action, lower funnel” really shines through in these spots, blending conversion shop talk with speed-defying moves.

The campaign follows Pinterest’s fourth-quarter earnings. Revenue from advertisers using at least three of Pinterest’s performance tools increased from 2% to 23% in 2023, according to the company. 

 

Credits

Date
Feb 21, 2024
Client :
Pinterest
Agency :
Pinterest House of Creative
VP Global Creative :
Xanthe Wells
Group Creative Director :
Becca Morton
Group Creative Director :
Nicole Michels McDonagh
Lead Art Director :
Monica Hernandez
Production Design :
Kevin Taylor
Production :
Pinterest
Head of Creative Production :
Blythe Barger
Executive Producer :
Jill Silberstein
Producer :
Jessie Mizrahi
Brand Marketing :
Pinterest
VP Global Business Marketing :
Stacy Malone
Director Global B2B Campaign Marketing :
Sarika Sangwan
Senior Integrated Marketing Lead :
Jessica Koontz
PMM :
Jenny Kindness
Production Company :
Anonymous Content
Director :
Tim Godsall
Director of Photography :
Darko Suvak
VP Commercials :
Sue Ellen Clair
Executive Producer :
Sue Ellen Clair
Head of Production :
Ena Nicole Abadjian
West Coast Sales :
Johnathan Wright
West Coast Sales :
Cally Morton
Photography :
Matt Di Girolamo
Service Production Company :
Merchant
Executive Producer :
Ian Webb
Executive Producer :
Farrah Khaled
Executive Producer :
Hayley Taylor
Head of Production :
Colin Walker
Stills Photographer :
Matt Di Girolamo
Producer :
Shannon Barnes
Production Designer :
Jay Pooley
Wardrobe Stylist :
James Rosenthal
Assistant Wardrobe Stylist :
Jennifer Fein
Hair Stylist :
Janet Jackson
Make Up Artist :
Robert Weir
Manicurist :
Kristinne M
Editorial Company :
Arcade Edit
Editor :
Geoff Hounsell
Assistant Editor :
Fernando Raigoza
Senior Producer :
Alexa Berman
Executive Producer :
Crissy DeSimone
VFX/Finishing :
Blacksmith
Creative Director :
John Shirley
Executive Producer/Managing Director :
Meghan Lang
Producer :
Therese Mayer
Flame Lead :
Louis Schachte
Nuke Compositor :
Remedy Jeannie
Nuke Compositor :
Hieu Phan
Nuke Compositor :
Joshua Bolin
Nuke Compositor :
Krystal Chinn
3D Artist :
Alex Parks
3D Artist :
Brian Burritt
Matte Painting :
Marc Samson
TItle Design :
Kurt Volk
GFX Animation :
Kurt Volk
Music :
New Math
Executive Producer :
Kala Sherman
Senior Producer :
Will Taylor
Composer :
Jared Hunter
Mix :
Lime
Engineer :
Adam Primack
Engineer :
Matt Miller
Audio Assistant :
Ian Connie
Audio Assistant :
Collin Thomas
Producer :
Cassie Underwood
Executive Producer :
Susie Boyajan
Title Designer :
Kurt Volk
Talent :
Cassie Clare
Talent :
Hanna Stanbridge
AVO :
Corey Burton
Stock Footage Research :
Stalkr
Executive Producer :
Colleen Cavanaugh Anthony
Archive Producer :
Spring McCoy
Project Manager :
Randall Collett
Researcher :
Jeffrey Harland
Researcher :
Itzel Fernandez
Researcher :
Aaron Sharper
Researcher :
Chelly Zerbe
Researcher :
Jen Tam
Researcher :
Matt Gee
Researcher :
Craig Phillips

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