ExpressVPN and Clear Channel kick off AI ad contest

The winning submission will be showcased during a Times Square Digital Takeover

ExpressVPN has launched The Big Ad Contest, a global competition inviting participants to create short AI-generated advertisements for the brand, with the winning entry set to be featured during a digital advertising takeover in New York's Times Square.

The initiative follows the company's FIFA partnership and forms part of a broader marketing strategy that uses artificial intelligence as a tool to support creative participation and audience engagement.

Winning ad to feature in Times Square

The winning submission will be showcased during a Times Square Digital Takeover in partnership with Clear Channel Outdoor in the week leading up to the World Cup Final. Participants will also have the opportunity to win World Cup tickets from the Round of 16 through to the Final.

ExpressVPN said the campaign is designed to encourage broader participation in advertising by lowering barriers to creative production through AI tools.

Campaign targets creator communities

The competition is being promoted through Artlist's network of 15 million creators and will be judged by a panel that includes Nas Daily, Adva Navon, Industry Manager at Google, and Liran Friedman, Vice President of Brand Marketing at Artlist.

The campaign builds on ExpressVPN's existing use of AI-generated advertising to communicate cybersecurity messages and engage audiences through community-led marketing initiatives.

Focus on creative participation

Ori Shavit, Chief Marketing Officer, ExpressVPN: "We're using AI in marketing in a really positive way — to augment people's creativity and open up access to once-in-a-lifetime opportunities through social and community channels. With this campaign, we wanted to challenge the prevailing narrative around AI-only content and show how it can be used to unlock creativity, not replace it. While footballers will showcase their talents on the pitch, we're inviting our community to showcase its creativity on a global scale and spread awareness of the importance of staying safe online."

The campaign reflects a growing interest among brands in exploring how artificial intelligence can support content creation while increasing participation from wider audiences.

Partnership highlights audience engagement

Dan Levi, Executive Vice President and Chief Marketing Officer, Clear Channel Outdoor: "The most impactful campaigns connect with people in ways that make them want to participate, to experience a brand, idea or product. Giving people the chance to use technology to create work that might be featured in Times Square during one of the world's biggest sporting moments turns creative expression into true audience engagement. We're proud to partner with ExpressVPN to showcase new ideas and demonstrate how powerful storytelling can connect with people on a global stage."

ExpressVPN said the initiative aims to combine sports, technology and creator communities to encourage participation while raising awareness around online safety.

www.expressvpn.com

www.clearchanneloutdoor.com

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