From authenticity to absurdity: How brands are embracing surrealism in modern marketing.

Not long ago, authenticity was the go-to strategy for winning over consumers. However, in the last few years, brands have shifted their marketing strategies as they explore whimsical dreamworlds, absurd objects and surreal CGI spectacles that stop us mid-scroll and spark conversation. From handbag cars cruising Paris to towering shoeboxes taking over Shanghai, marketers are building alternate realities through immersive installations, exaggerated scale and playful fantasy. It’s not just a visual gimmick, it’s a timely response to a world that’s craving a bit of escapism, humour, and out-of-the-box creativity. Here are some standout brands that have embraced surrealism to shape their recent marketing campaigns.

The Louis Vuitton collaboration with artist Yayoi Kusama created a global spectacle, turning retail spaces into vivid, polka-dot dreamscapes. The campaign spanned everything from animatronic window installations to immersive store takeovers, using Kusama’s surreal aesthetic to break the conventional luxury mould. This strategy reinforced the brand’s avant-garde positioning while creating photo-worthy moments that extended its reach across social media and press with little additional media spend. 

Adidas Originals turned heads in Shanghai by transforming an entire building into a supersized shoebox, effectively turning a cityscape into a canvas. The larger-than-life installation drew immediate crowds, turning a passive environment into an interactive touchpoint for the brand. The campaign successfully harnessed the power of physical presence and spectacle to create a sense of novelty and excitement around a classic product line, reinforcing brand relevance in a competitive urban market. 

Maybelline’s viral CGI campaign featured a colossal mascara wand sweeping across London buses and underground trains, a visual exaggeration that was intentionally artificial. This use of surreal digital effects captured viewers’ imaginations, creating a buzz precisely because it didn’t pretend to be real. The campaign shows how playful, digital content can stand out online and refresh a well-known beauty brand in a saturated market. 

IKEA’s oversized FRAKTA bag, erected in London, elevated an everyday object into an absurd landmark. The installation offered both visual impact and functional engagement, serving as a pop-up space while sparking conversation about the brand’s place in daily life. By amplifying the familiar to surreal proportions, IKEA tapped into a collective sense of curiosity, driving footfall and organic media coverage with minimal intervention. 

Airbnb’s partnership with Mattel brought the Polly Pocket world to life with an installation that blurred the lines between fantasy and function. Tapping into nostalgia and playful escapism, the compact “dollhouse” experience generated a strong emotional response from audiences, particularly among Millennials. By aligning a fictional world with a tangible travel experience, Airbnb positioned itself as not just a booking platform but a curator of unique, story-driven adventures. 

Jacquemus took to the streets of Paris with a fleet of CGI-generated cars shaped like its iconic handbags, blending AR, surrealism and humour in a high-impact visual stunt. The campaign, which also included digital billboards and fantastical visuals, was designed for immediate recognition. This marketing strategy provided a blueprint for how fashion brands can use CGI to create scalable, attention-grabbing narratives that travel far beyond traditional media. 

Surrealist marketing isn’t just eye candy, it’s strategic escapism with commercial impact. In a saturated landscape where attention is the hardest currency to earn, these playful, larger-than-life activations give brands an edge. By tapping into the unexpected, they invite audiences to momentarily step out of reality and straight into the brand’s world. The result? Higher engagement, stronger emotional connection, and content that’s made to be shared.  

If you’d like a marketing campaign that’s as surreal and creatively executed as these, get in touch and let’s have a chat.