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By Amy Houston, Senior Reporter

December 18, 2023 | 2 min read

The campaign is the first work on the account from Lucky Generals and will launch in the UK.

TikTok knows that it’s all the different communities, niche or otherwise, that make the platform so intriguing to users. From baking to yoga, running and books, many people are now using TikTok to delve into their interests.

A new campaign from creative agency Lucky Generals for the social app showcases just that. In the debut spot, viewers see one man who is having trouble with his neck. On TikTok, he can find various stretches to help his predicament. This leads him down a rabbit hole of fitness and exercise influencers, spurring him to make some changes to his life.

Within the spot, there are various homegrown creators featured such as Russ aka @hardestgeezer, who is currently sharing his journey running the length of Africa for charity on TikTok, and Nik aka @madewithmudpottery, a potter who has found viral success sharing her unique range of dignity mugs for people with different accessibility needs.

“TikTok is a place to be inspired and discover new things. Every day, our community proves that a dose of inspiration can go a long way,” said Harry Wilson, head of marketing at TikTok UK, Ireland & Nordics.

“It Starts on TikTok is about celebrating the extraordinary moments that spark when communities come together. We hope this campaign inspires people to discover a new hobby, search for that recipe or even turn their passion into a career. We have loved bringing It Starts on TikTok to life with Lucky Generals.”

The campaign will run across out-of-home (OOH) placements, on TV from early next year and also on BVOD, social, radio, podcast and in-app.

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