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Marketing Ad Spend TikTok

TikTok’s latest campaign looks to blow the minds of marketers


By John Glenday | Reporter

September 23, 2022 | 3 min read

The platform is reaching out to marketers and media buyers to show that it is head and shoulders above the competition.


TikTok creator Luke Vernon features in the campaign

Tiktok’s latest Europe-wide push sees the disembodied head of creator Luke Vernon stick his neck out for a variety of poses, standing in as a coffee table ornament and a pizza topping, before literally rolling about the floor laughing.

Three short films, conceived by Gravity Road, embody this head-turning approach on behalf of brand partners such as Ooni Pizza Ovens and Dermalogica Germany, bringing some much-needed fun back to the world of B2B marketing as a rollcall of impressive sounding stats is relayed.

@tiktokforbusinesseu @Luke Vernon and @oonihq know how to sell pizza ovens #TikTokTalkingHeads ♬ original sound - TikTok for Business

Kate Mackenzie, TikTok’s marketing head, said: “Our mission at TikTok is to inspire creativity and bring joy. What better way to do that, and showcase best-in-class platform success stories, than by turning the traditional talking head case study concept on its head?”

Gravity Road creative director Sophie Cullinane added: “With seriously impressive stats from the biggest entertainment platform on the planet, we knew we needed playful videos to disrupt the sea of samey, talking head video formats. So we decided to subvert tired B2B tropes with typical TikTok irreverence – literally dismembering our Talking Head and casting TikTok’s favorite funny man Luke Vernon.”

You can view the work by heading over to LinkedIn, Twitter and TikTok, where the campaign is presently running across seven European nations.



Head of B2B marketing, Europe and Israel: Isobel Sita-Lumsden

B2B marcomms lead, Europe and Israel: Kate MacKenzie

B2B marketing manager, Europe: Hannah Dillon

B2B marketing lead, UK: Rob Ryan

Gravity Road

Creative director: Sophie Cullinane

Global head of production: Katie Farmer

Business director: Oli Timbs-Harrison

Account director: Ruth Parker

Senior account executive: Goldy Gbedema

Marketing Ad Spend TikTok

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