• by Sarah Mahoney , 8 hours ago

Pinterest has long been the home of “anything-core.” Now two new ads show just how quickly a random spark can morph into a shopping spree, thanks to the platform’s evolving visual search tools.

In “Castle,” set to Billie Eilish’s “You Should See Me in a Crown,” one user stares at a fish tank castle decoration — and suddenly finds herself in a world of candelabra, palatial décor and a fit-for-a-queen desk chair. “Fuzzy” follows a mom craving a little coziness. One glimpse of warm wool and fleece sweeps her into a fantasy of snow boots, scarves and sheep, before dropping her into a snug city café.

Both spots were shot in Brazil by Pinterest’s in-house creative team, blending large-scale sets, miniatures and visual effects, with what the company calls only “minimal AI.”

The media plan spans TV, streaming, and digital, with Roku, Peacock and U.S. theater takeovers. Pinterest is also tapping Ellie, the beloved New York Liberty mascot. The effervescent elephant stars in social and out-of-home ads, highlighting the ways she can use visual search to refine her tunnel looks. A company spokesperson says that creative will run on paid social and digital out-of-home ads throughout New York, launching in mid-September for the WNBA playoffs and finals.

The new spots highlight the tech that observers say underscores Pinterest’s growing edge in a crowded ad market. Gen Z is a particularly hot audience: they now make up about half of Pinterest’s user base. A recent Adobe study found that 39% of consumers already treat Pinterest as a search engine — and among Gen Z, that number jumps to 47%.

Jason Helfstein, an analyst who follows Pinterest for Oppenheimer Co., noted in a recent report that “new ad products and AI continue driving better advertiser ROI and engagement,” pointing to a 55% surge in ad impressions in the last quarter.

For Pinterest, that’s the payoff: showing advertisers that a castle in a fish tank, or a flash of fleece, can be the start of an entire shopping journey.