SAN JOSE, USA – What’s real anymore? That’s the burning question at the heart of McAfee’s latest campaign, “Keep it Real” – a striking fusion of generative AI, social storytelling, and raw human experience that boldly takes on the digital deception epidemic.
Launched by McAfee in collaboration with creative agency VSA Partners, Keep it Real is not your average PSA. It’s an immersive, multi platform campaign designed to jolt viewers out of digital autopilot and straight into a much needed wake-up call: the internet is getting trickier, scams are getting smarter and anyone can get fooled.
At the campaign’s core is a series of AI generated ads paired with Scam Stories, a raw and unfiltered social movement featuring real voices from scam survivors.
“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,” said 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’s digital ads – including Travel, Weight Loss, and Tolls were designed to make people pause and think. One of the first spots to gain traction shows a woman lounging on a beach, when her head suddenly rotates a full 360 degrees. Online reactions were immediate. Some assumed it was a post-production error. Others thought it was a deepfake gone wrong. And while a few viewers realized it was intentional, many were left wondering whether the moment was accidental or planned. That uncertainty was part of the point.
“The ads are clearly artificial—but that’s intentional,” said Anne-Marie Rosser, CEO of VSA Partners. “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 recognize how vulnerable we all are to deception.”
The impact is already speaking volumes: social engagement is up 50% and click-through rates are soaring 55% above benchmark.
Beyond the AI trickery, Scam Stories gives the campaign its emotional heartbeat. Using hashtags like #KeepItReal and #MyScamStory, everyday people and a few familiar faces are coming forward with their own tales of being scammed. Actor Chris Carmack and musician Erin Slaver are among the first to step up, showing that no one is immune.
McAfee is also putting its money where its mission is. Through a new partnership with FightCybercrime.org, the company is donating $50,000 in online protection tools to scam victims and the frontline workers who support them, with added efforts to expand digital literacy and education.
To amplify its message, McAfee is also teaming up with content creators like Alexandra Madison, Theo Shakes, and Kristen Knutson – blending humor, information, and authenticity to promote awareness.
Keep It Real is available to view at mcafee.com/scam-stories.
