TikTok has showcased the popular content its users have created during lockdown in its first-ever UK TV ad.
'A Little Brighter Inside' works to highlight the short-form videos that have flourished in confinement, featuring artists including Little Mix and Tinie Tempah, as well as Olympics star Tom Daley and The F Word chef, Gordon Ramsey.
Created by Social Lab, the work is part of a wider marketing campaign the social platform has in place for May.
The creators and celebrities who star in the ads will be part of a wider digital campaign from TikTok, using the platform to give an insight into their routines during lockdown through TikTok's Live feature.
Each day for the next few weeks, a different star will go live, focusing on a range of categories, including health and fitness, cooking, and well-being.
On the launch of the campaign, Jana Ulaite, head of brand and partnerships marketing at TikTok said: "This campaign is all about celebrating the fun and positive spirit of TikTok creators, to shine a light on the amazing content that we are seeing during these tough times.
"So whether it is Grandad Joe taking part in the level up challenge, or even a dancing cat we hope it shines a brighter light on the creativity of the TikTok community and brings a sprinkle of joy to anyone who watches it."
Campaign title – Brighter Inside
Client - TikTok UK
Client contact -
Richard Waterworth, General Manager, TikTok UK
Jana Ulaite, Head of Brand and Partnerships Marketing, TikTok UK
Hongi Luo, Integrated Marketing Manager, TikTok UK
Harry Wilson, Brand Marketing Manager, TikTok UK & EU
Creative agency- Social Lab
Managing Partner - Jai Kotecha
Creative - Adam King & Lewis Raven
Planner – Matthew Straker-Taylor
Account Lead - Tom Sneddon
Account Director - Marin Daley-Hawkins
Agency Producer – Sally Miller
Ancika Mester- Production Assistant Agency
Jessica Cave Project Manager Agency
Media agency – PHD UK
Media planner - Mani Sian
Production company - Agile Films
Production Managing Director - Myles Payne
Director: Zac Ella
Producer: Jude Vermeulen
Production Co-Ordinator: Rhian Boughtwood
1st AD: Clara Paris
Wardrobe: Taff Williamson
Art Department: Sets Appeal - Sophie Jacobs, Hela Dondertman, Bridget Murton
Hair and Make-up: Jojo Copeman
Editor: Laurence Halstead
DIT: Martin Fickling
BTS: Kit Dale
Runner: Alasdair Copland
Grade – Ben Rogers
Online – Mark Beardall, Loredana Gangemi
Audio – Toby Griffin
Motion Graphics – Julia Olsson.