Australian Adtech Cuttable has opened in the US with what it calls “the biggest giveaway in advertising history”.
The startup, built in Melbourne and now backed by $10 million in seed funding led by Square Peg and Rampersand, is an automated AI creative agency.
Cuttable hit the streets of Los Angeles with a guerrilla campaign conceived and produced by independent creative agency Sunday Gravy.
The team flew to LA to direct, script and film the launch film, featuring Cuttable Head of Marketing Sam Ayre armed with a megaphone, driving an all-American muscle car convertible through the Hollywood Hills, slipping flyers into celebrity letterboxes and hand-delivering “Your Ads Are Ready” posters across the city.
“We didn’t want a traditional tech launch,” said Ant White, chief creative officer at Sunday Gravy and creative partner, Cuttable.
“We wanted to let people see behind the curtain a bit more – more raw, a little desperate, a bit cheeky, and unmistakably Australian.”
The result: a bold, tongue-in-cheek campaign that distils Cuttable’s ethos - bold ideas, easy to use tech and creativity that scales.
Sam Ayre, head of marketing, said Cuttable was built for for growing brands.
“So, our US debut had to match that spirit. We figured, why run ads, when we could hand them out like Oprah?” Ayre said.
Cuttable’s founder Sam Kroonenberg said the platform is designed to democratise great creative:
“Every business deserves good advertising, but most don’t have the time or budget. Cuttable fixes that, no back and forth, no briefs, no waiting,” Kroonenberg said.
To celebrate, any eCommerce brand can jump onto Cuttable and make 1,000 ads without charge.
Agency:
Sunday Gravy
Production- LA
Tony Ung - Director/DOP- Tung Studios
Steven Preston- Production Manager
Alicia Afshar- Photographer
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