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."
The video-sharing app, founded by Bytedance, has been steadily growing its user base in the UK and is forecast to grow by as much as 67.0% to reach 8.12 million people by the end of 2020. By 2021, it will surpass 10 million.
The platform has been trying to raise brand awareness and uptake in the market through partnerships like its recent tie-up with the Brit Awards.