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Ad of the Day: TikTok’s ‘You Have to See It’ retells shocking story of hidden apartment

TikTok has released a creative spot that hilariously takes inspiration from some of the social giant’s most-viewed videos after appointing Publicis Groupe’s US-based center of creative excellence Le Truc to work on the campaign.

‘You Have To See It’ stars ordinary people, celebrities and TikTok creators discussing cultural moments on the platform. In the newly-released ad we see a variety of people discussing @samanthartsoe’s viral video that had TikTok viewers on the edge of their screens as she subsequently finds an abandoned mystery apartment behind her own bathroom mirror.

With cameos from Martha Stewart, who dramatically starts breaking down a random wall in search of a hidden apartment, and also well-known TikTok creators including @tinx, @ghosthoney, @alexisnikole and @brookeab, the ad hopes to entice non-users to join the platform.

TikTok, which has now surpassed 1 billion users, is the first client for Le Truc, which opened its doors in February this year.

The new agency aims to unite over 600 creatives and producers across Publicis Groupe New York by bringing together the NYC-based creative and production force of Publicis, Digitas, Razorfish, Rokkan, Saatchi & Saatchi and Publicis Media.

“The post-pandemic world and workplace will never be the same, and we must design for the future – which will be flexible, collaborative and ever-changing,” said Carla Serrano, global chief strategy officer of Publicis Groupe and president of Le Truc, earlier this month.

“Le Truc’s nimble, fluid talent model brings together the best minds and offerings, ensuring clients get curated teams while delivering more enriching and diverse experiences for our people.”

Initially, the campaign will drop in the US, but it is expected to be rolled out into other markets spanning TV, cinema, print, outdoor, social and digital advertising.

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