Get It Before It’s Too Late

ZUGU—the innovation-obsessed brand that makes iPad cases with over 100,000 5-Star Reviews on Amazon—is back with Get It Before It’s Too Late, a comedic campaign that indulges our worst collective nightmares about AI and “The Machines” taking over.

Launching September 23 on Meta, Google, YouTube, and TikTok, the campaign is ZUGU’s second collaboration with indie shop PDA, following the viral success of their “In Case of Death Case” earlier this year–a real, limited edition ZUGU case, app, and smart ring that deletes your iPad’s embarrassing secrets in the untimely event of your death. That campaign generated 19 million video views, 25 million impressions, 768,000 site visitors, and a 35% increase in ZUGU website revenue.

For Get It Before It’s Too Late, PDA and ZUGU boldly cannonball into today’s anxious conversation about AI, with a cheeky warning to iPad owners: treat your tech to ZUGU’s new 360 case now, so when your iPad achieves sentience and takes over, it’ll spare you. ZUGU’s new 360 Case is like giving your iPad the arms, legs, and armor it’s always dreamt about:

Detachable Bumper Shell
Adjustable Kickstand
Landscape and Portrait Viewing Modes
Magnetized Dual-Screen Viewing for both iPad and iPhone
Military Grade Drop Protection
Free iPad Insurance

“For 15 years, I’ve been obsessed with building the best iPad case,” says Tim Angel, Founder of ZUGU. “The 360 case has higher quality standards than any case in the world, lighter materials, 360 versatility and a place for your iPhone right next to your iPad. It’s our most premium and versatile case, for perfectionists and power users.”
“Our first campaign for ZUGU was a brave idea that gave the brand sudden awareness and credibility on social,” says David Yankelewitz, Founder & CCO of PDA. “Get It Before It’s Too Late has different KPIs but the same wry sense of humor: if you’re anxious about AI and technology taking over the world, buy this case now, before it’s too late.”
ZUGU’s challenge to PDA: create a breakthrough performance campaign to convert site visitors and 360 case sales. PDA didn’t just take conceptual and creative inspiration from everyone’s worst fears about AI. The agency also embraced the AI apocalypse in production, creating the campaign spots with AI image-generation and animation tools like Runway (along with traditional production tools like 3D modeling and motion graphics).