There’s a sense of shame in being scammed. And yet, AI-driven scam is ever more sophisticated. And ever more prevalent.
McAfee and agency, VSA Partners, have begun a campaign to conquer both problems. Keep it Real blends thumb-stopping digital ads, that use AI to make people stop and think about what’s real and fake online, with Scam Stories, a a social series built around the voices of real scam survivors that invites scam survivors to speak out, reduce stigma, and help others stay safe.
Anne-Marie Rosser, CEO, VSA Partners, stated, “Being able to determine what is real and what is fake is a very singular challenge at the moment. It can be frightening, and a lot of campaigns focus on that fear. This campaign takes a more playful approach to grab attention by making the use of generative AI obvious. While the ads are clearly AI, the implication is that AI isn’t always so easy to spot. It’s funny, and it creates empathy for the user since we’re all susceptible. It also underscores the real value of having a product that can spot the fakes for you—and that’s exactly what McAfee does.”
“By using AI in our ads with intention, we’re recreating the same confusion and doubt people experience when faced with a scam, creating a need to look twice,” added Stephanie Fried, chief marketing officer at McAfee. “And in parallel, Scam Stories gives voice and power to the real people behind those moments. Holistically, this campaign helps shift the narrative from shame to understanding, and reminds people that anyone can be fooled. Seeing is no longer believing—we cannot rely on our instincts to help us tell real from fake. We need powerful tools to keep us safe and give us peace of mind.”
The campaign launched coincides with McAfee’s Scam Detector, a new feature that uses AI to automatically spot scams across text, email, and video. While the ads lean into the surreal, the message is serious: with AI blurring the lines between real and fake, people need help telling the difference.
“The ads are clearly artificial—but that’s intentional,” Rosser noted. “We wanted them to feel just real enough to make people pause. That moment of confusion reflects what so many people experience online today—AI is harder to spot, and it’s easier than ever to get tricked. By creating that tension, we’re helping people connect emotionally and recognise how vulnerable we all are to deception.”
To extend the campaign’s impact, McAfee has partnered with FightCybercrime.org, a nonprofit that helps people recognise, report, and recover from scams. As part of the partnership, McAfee is donating US$50,000 worth of online protection to individuals in FightCybercrime programs, as well as to the staff and volunteers who support them. The partnership will also include new efforts to expand online safety education.
Credits:
Creative Agency: VSA Partners
Partner, Campaign: Kim Mickenberg
Partner, Design: YanYan Zhang
Partner, Head of Operations: Susan Pfeifer
CEO: Anne-Marie Rosser
Director, Strategy: Efrain Bahena
Director, Design: Pete Barnett
Associate Creative Director, Design: Cody Fenske
Senior Designer: Rachel Kim
Associate Partner, Production: Tarek El-Mofty
Director, Animation and Editorial: Thomas Horne
Associate Director, Copy Editor: Maria Erdmann
Business Affairs Manager: Briana Lockett Van Andel
