DuckDuckGo is a privacy-first company, founded in 2008 and dedicated to showing the world that protecting privacy is simple. They make a search engine that’s like Google, but private, and a browser like Chrome, but one that doesn’t track you and protects you online. Both are free and used by millions of people in the US.

The search engine is available through any browser at duckduckgo.com and is also built into their browser. Their private browser is available on all app stores across mobile and desktop.

The browser contains all the features people want from a browser, including a password manager, history, bookmarks, and synchronization across devices, but again, keeping your information private and protected.

Their newer browser features include blocking ads on YouTube and blocking scams before they load. They also recently launched Duck.ai, a private AI chat that’s always optional (available in the browser and within the search engine).

HELPFUL REFERENCE VIDEOS FOR INSPIRATION/TONE: Here are two gold standards that anchor DuckDuckGo’s creative goals.

• Get a Mac (“I’m a Mac. I’m a PC.”) is the comparison standard. Learn from its clarity, repeatable structure, and how immediately it communicates the category. Don’t replicate its device by personifying the products or building the idea on a metaphor. They don’t want a high-concept ad.
• Chase Mobile Reimagined is the product standard: real product screens as the star, with a premium look. Its goal was different (existing customers downloading an app), so DuckDuckGo also has to tie back to what people use today.

Protecting privacy is more important than ever. DuckDuckGo is a privacy-first company that was founded in 2008, and is dedicated to showing the world that protecting privacy is simple. They made a search engine that’s like Google, but private, and a browser like Chrome, but one that doesn’t track you and protects you online. Both are free and used by millions of people in the US today.

Many people who care about privacy and protection claim they’ll try DuckDuckGo eventually, but don’t. They are in the habit of using Google and Chrome and assume that a private alternative will mean giving something up. Because of that, nothing pushes them to act now. They stay on Google and Chrome and absorb the work of protecting themselves: self-editing what they type, switching to Incognito, clearing their history. It’s exhausting, and it changes how freely they use the internet. Their mindset: "I want protection and privacy, but I’m not willing to make any tradeoffs."

They want something that looks, feels, and works like what they already use (no switching cost), but has what Google won’t give them: privacy, protection, and AI that is optional, not forced. This is where DuckDuckGo comes in, and now, they are looking for teams to put together comprehensive pitch materials, based on the provided concept below, that fully realizes the conceptual vision and would help a filmmaking execute the direct response videos videos at a high level that can effectively, creatively, and efficiently convince the maximum number of people to try DuckDuckGo.

The selected concepts are:

The "Miracle Worker"

Everyone has a go-to person for tech help. Here, it’s Dana, and everyone thinks she’s a miracle worker. Each spot, someone brings their problems with Google (ads chasing them, a scam page, AI they never asked for), but they don’t want to lose the internet they know. Real screens show the problems, then Dana switches them to DuckDuckGo and the problems are gone, but their internet experience stays the same. They’re amazed. VO: “Dana’s secret? DuckDuckGo. More protection, same everything else. Switch today.”

It's Not You, It's Google

Someone sits down with their phone and breaks up with Google, talking straight to it: “I'm leaving you. I met someone new...” We see them switch to DuckDuckGo. We see each Google annoyance being replaced with the annoyance-free DuckDuckGo — same internet, more protection. Each spot focuses on one or multiple features. VO: “Fed up with Google? It’s not you, it’s Google. Move on with DuckDuckGo. Same internet, but private.”

Nothing to Lose

A person is happily engaged in a daily task with Google when Google gets in the way: an ad for something searched once, an AI answer nobody asked for. VO: “Here’s what you give up when you switch to DuckDuckGo.” Beat. “Nothing.” An upbeat montage of their day on DuckDuckGo follows, with real screens floating around them: same experience, protected. Each spot opens on different Google interruptions and pays it off with corresponding DuckDuckGo feature(s) — same but better. VO: “The internet you know, but better. And protected. Switch to DuckDuckGo.”

Following the Pitch Qualification phase we’re looking for thorough pitch materials on that fully flesh out the how we can bring this concept to life, including scripts, storyboards, mood boards, location looks, and casting options. Again, these videos need to make DuckDuckGo feel accessible, easy, and a no-brainer to try, with no tradeoffs from Google and Chrome, and that can be leveraged across multiple ads. This should be product-led, and motivate people to take everything they do on Google (search, browse, AI) and do it on DuckDuckGo instead. Illustrated elements can be used (if relevant) with abstracted product screens (stylized versions of what people see and tap), but never in the actual product user interface (see brand guidelines and illustrated elements guide for more details). Ultimately, these videos need to inspire people to act now, and show that it’s the same internet, protected and private, with nothing given up and no extra work.

For years, DuckDuckGo’s main ad has been Ours vs Yours. It drove installs with several clear messages, a clear call to action, real product screens, and a side-by-side comparison, but it’s visually flat and has worn out with viewers. They tried to beat it with other spots, but none were able to drive installs as effectively. For example, a revamp of the original ad, a spokesperson, a humorous metaphor, and some testimonials proved to be busy and hard to follow, while splitting attention away from the product, with generic staging, and no product screens, with some relying on a metaphor that pulled focus from the product.

They want a concept that is as successful as Ours vs Yours, keeping what made it work, but with an improvement in the creative and in the quality, and with a modular setup - meaning that they want to be able to recut individual segments from the format to communicate different benefits and features across different ads. Your concept should be able to flex across ads like:

• A hero ecosystem ad that positions DuckDuckGo as an overall comparable alternative to the Google ecosystem (search, browser, and AI), but where you are always protected and private.
• A search and AI optionality ad that focuses on private search and AI optionality (i.e., it’s always your choice if, how, and when you use AI), building on the same concept and footage.

Please note that if you are selected to create a full pitch you will need to provide individual Scripts and Storyboards for "The Hero Ecosystem ad" and "The Search and AI Optionality ad."

 

Your pitches MUST make sure the following elements are incorporated:

1. A clear comparison with Google: what people use now, set against DuckDuckGo, so viewers see they’re the same and that it takes one easy switch.
2. A believable, straightforward scenario.
3. Real product screens, even if it’s an abstraction anchored to the product. The video needs visual proof that DuckDuckGo works like its competitors (Google, Chrome, etc.).
4. A clear call to action (CTA) that drives an immediate action, something along the lines of “Try DuckDuckGo today.” The concept can also host other CTAs we may test later.
5. Voiceover-driven and modular. DuckDuckGo plans to shoot once and cut many ads from the same footage, focusing on different features per video. Concepts should be visually driven with VO heavily featured, as opposed to on-camera talent speaking lines, so footage can be mixed and matched. They also want to turn protection, privacy, and AI up or down between versions.
6. A hook that grabs attention immediately and can repeat across every version, and a real reason to try DuckDuckGo now.
7. A premium look that reads as coming from a brand that can compete with big tech. This doesn’t mean a costly production.

 THE PROCESS

• In the Pitch Qualification Phase, we want to see who's interested, available, and has the right team and the right style for the job. You'll be asked to briefly introduce yourself, your team, your approach, and provide links to relevant past work. We are also providing the option to submit a Treatment, but this is not required for this phase.
• Five greenlit Pitch Qualification creators will be advanced to the Pitch Phase, provided with additional briefing information, and given funding to put together a full pitch, including a fleshed-out treatment, initial drafts of both scripts, storyboards, and possible casting options.
• DuckDuckGo will evaluate these pitches, and select one creator whose pitch resonates the most.

Check out more information in the Background, and for any questions or other project updates, check out the Project Forum.

EXPECTED TIMELINE: HERE

EXPOSURE: We expect content will be used on the platforms below, but if casting talent, be sure they review our required Talent Release before they’re cast, as we CANNOT guarantee that usage is limited to these platforms. You should also review our Music providers in the Project Requirements, as well as the platform best practices.

·       Broadcast

·       Online

 

TARGET AUDIENCE: Privacy-conscious US adults who already take steps to protect themselves online (ad blockers, VPNs, Incognito mode) and are often the go-to for tech help among friends and family. They already know protection and privacy matter, so they need a credible reason to try DuckDuckGo now, shown rather than told.

 

TONE/FEEL: Clear, confident, premium, with the product as the star.

 

EXECUTIONAL MANDATORIES: Your pitch MUST include all seven of the numbered elements above to be considered a viable option DuckDuckGo can move forward with.

 

AI USAGE: We are NOT looking for AI-generated submissions or content in this project.

By participating in this project, creators acknowledge that the Sponsor is under no obligation to greenlight a submission. Though most projects do move forward, we’ll notify you in the event the Sponsor decides not to fund any submissions via the Project Forum. Regardless of the result, all submissions will be reviewed and evaluated by the Sponsor and project team.

PITCH QUALIFICATION PHASE:

In order to be considered for the full Pitch Phase, you must include the below materials in your Pitch Qualification Submission. This Phase gives filmmakers the opportunity to submit a 500-character synopsis with some initial creative thoughts, and tell us a bit more about your team. Five creators will then be given $1,500 to develop more robust treatments as part of the Pitch Phase.

 

• TEXT (REQUIRED): Up to 500 characters synopsizing how you plan to approach and produce the content listed out in the Deliverables.
  
  
• TREATMENT / TEAM BREAKDOWN (REQUIRED): Give us a sense of what creative direction you might take based on the information provided in the Objectives, and provide us with a profile or breakdown of what you can do, and who’s a part of your team, or who might be working with you. Feel free to include case studies, bios, or other relevant information.
  
  
• LINKS (REQUIRED): To relevant previous Spanish-language video work. Please specify your role (producer, director, cinematography, etc.) and DO NOT INCLUDE LINKS TO YOUR SHOWREEL. Please link to individual videos.

1. In addition to the standard Tongal W-9, Winner Affidavit, and IP Assignment, greenlit Video creators MUST also provide Talent, Location, Music (or other) Releases for all assets appearing in their Videos, as well as a photograph/headshot OR copy of a photo ID for all On-camera Talent releases. You must also provide all project files, editing sequences and a 1080p .mov master file, using a ProRes, Animation, or Uncompressed Codec to claim your earnings. Tongal also reserves the right to request all raw files associated with the project.
   
   
2. Unless provided otherwise, all work must be your own original creation and free of any copyrighted material. You shall provide detailed information of your work regarding the source, the creator and background information as requested by Tongal.
   
   
3. In the event you utilize any third-party materials, such as music provided by a third-party music provider not provided by Tongal, you must obtain full written license and consent from the owner of such third-party materials and provide such license and consent forms to Tongal.
   
   
4. The Sponsor will be entitled to reasonable revisions on the finished Videos without providing additional compensation. Remember it's easier to re-edit than re-shoot so try to get as much coverage as possible.
   
   
5. Preferred format for upload to the Tongal website is HD 720p and formatted for the aspect ratios listed in the Deliverables (e.g. 16x9). Acceptable file formats are .mov, .avi, .mp4, .wmv. Acceptable codecs are H.264 (MP4), MPEG-4, H.263, MPGV, WMV, DivX. Should your submission be greenlit, you will also be required to provide a 1080p .mov master file, using a ProRes, Animation, or Uncompressed Codec.
   
   
6. BY SUBMITTING A VIDEO ENTRY, YOUR SUBMISSION IMMEDIATELY BECOMES THE SOLE PROPERTY OF TONGAL OR ITS ASSIGNEES - SEE OFFICIAL RULES FOR MORE DETAILS ABOUT OWNERSHIP OF ENTRIES. YOU MAY NOT PUBLICLY SHARE OR PUBLISH YOUR SUBMISSION IN ANY MANNER AND YOU MAY NOT POST OR UPLOAD YOUR SUBMISSION TO ANY WEBSITE OR VIDEO HOSTING SITE (INCLUDING, BUT NOT LIMITED TO, FACEBOOK, YOUTUBE OR VIMEO), WITHOUT THE PRIOR EXPRESS WRITTEN CONSENT OF TONGAL. FAILURE TO COMPLY WITH THIS REQUIREMENT MAY RESULT IN DISQUALIFICATION OF YOUR ENTRY IN THE PROJECT.
   
   
7. You may not contact any employees or members of the Sponsor's organization, their affiliates, or any of their partners. Failure to comply with this requirement may result in disqualification of your entry in the project.
   
   
8. In addition to the judging criteria stated in the OFFICIAL RULES, Pitches will also be evaluated on that member's ability to execute the final Video based on their prior work and experience as a creator.
   
   
9. Videos must be in the English language or subtitled.
   
   
10. Submissions must not portray Sponsor in a negative way, the determination of which will solely reside with Sponsor, nor can Submissions contain any profanity, offensive language, nudity or otherwise objectionable material, the determination of which is solely at the discretion of Sponsor.
    
    
11. You must be at least thirteen (13) years or older to enter.
    
    
12. The Sponsor reserves the right to repost the contest.
    
    
13. See OFFICIAL RULES for additional contest information, terms and conditions. If there is any conflict or inconsistency between these requirements and the Official Rules, the terms and conditions of these requirements shall prevail.