boAt has taken its ‘Upgrade to boAt’ campaign somewhere you probably wouldn’t expect: the middle of the ocean, with two people somehow sharing an 8×4 wooden plank.
The new film starts with the two characters stranded on the plank, facing a fairly urgent question can two people actually fit on it? Naturally, instead of figuring it out themselves, they ask CREST AI.
The AI comes up with three possible solutions: take turns in the water, distribute the weight and balance on the plank, or hold on to each other to keep fewer limbs in the water. So far, fairly useful.
Then comes the curveball: ‘Wait, are you a Leo?’
That sudden jump from survival strategy to zodiac signs is where the film gets its humour. More importantly, it shows what boAt is trying to communicate about CREST AI — it isn’t just there to answer a question and disappear.
Built with Google Gemini, CREST AI is available on compatible boAt smart audio devices, allowing users to have voice-led conversations, ask questions and explore ideas through their earbuds.
Watch the campaign
The film takes the idea of conversational AI quite literally. Instead of showing someone sitting in front of a screen asking an AI a series of perfectly structured questions, boAt puts it in a ridiculous situation and lets the conversation wander.
That fits neatly into the broader ‘Upgrade to boAt’ idea too. The upgrade here isn’t simply about getting a newer pair of earbuds. It is about making the device a little more involved in what you’re doing — even if what you’re doing happens to be trying to survive on a plank in the ocean.
