Comment by tsimionescu

"It's an ad" is shorthand for "this is trying to manipulate me to do/buy something". So the problem is not that it fits the definition of "ad", the problem, spelled out completely, is that they are using my likeness in something that is trying to manipulate me to do or buy something (do, in this case, since as far as others are saying, this is free of charge).

Also, while the example shown does resemble placeholder content, it pretty clearly seems designed to evoke an emotional response, it seems designed to appear cool and futuristic.

And regardless, people have a very high sensitivity to how their image is used. If I haven't given Instagram specific permission to use my image for something, it really really can't use my image for that thing. This goes beyond issues like copyright, it's a very basic human right to control how your own likeness is used.