Ad Age is expanding its "Creativity Top 5" series to include roundups of our favorite special-interest campaigns and ideas from brands. This week, we're looking at the latest installment of the best TikTok videos posted by brands over the past month.
This month: A reminder of how audio can go viral with Encanto, that Julia Fox interview and the Olympics.
The Container Store kicked off a hashtag challenge on TikTok to celebrate its new logo and tagline. The #showusyourdrawers campaign takes aim at the junk drawer we all have. The brand tapped influencers Drew Barrymore and Jose Rolon, as well as The Home Edit to promote the campaign. The hashtag has nearly 150 million views as of writing.
PacSun didn’t have a Super Bowl ad this year, but it did show up for the game on TikTok. The apparel company partnered with Anna Sitar, a TikToker known for her positive content—and her 11.5 million followers. While plenty of other brands partnered with other TikTok influencers around the Super Bowl, PacSun stands out because there was no hashtag or tagging in the caption, but just Anna and her boyfriend sporting the brand at the game. She later commented on the video that “Pacsun made us look this good." The video racked up 4.5 million views.
NBC Olympics' TikTok account cranked out plenty of content during the two weeks of the Winter Games. Videos featured medaling moments, interviews with athletes and encounters with the Olympics' panda mascot. One video in particular of German Christopher Grotheer in his skeleton run had 7.2 million views. The cause? The clip is set to audio by a TikToker (who goes by the name Mr. Soggy) that says, “Toda my baby nephew Frederick is going sledding for the first time!” Fans commented that the audio fit perfectly for Grotheers gold medal run. It’s a great example of a brand leaning into viral audio.
If you are a parent whose kids loved Disney’s Encanto, you’re probably familiar with the song “We Don’t Talk About Bruno.” A snippet of the song has gone viral on TikTok, fuelling a trend that focuses on someone minding their business, almost being finished with the workday, or having completed a task before someone else comes up to “ruin” the moment. The Disney+ TikTok account acknowledged the song’s popularity with a clip from Encanto and the caption, “Us welcoming the Encanto soundtrack into every corner of our lives.” The sound has been cut and recycled from other users, but the original audio clip of the “We Don’t Talk About Bruno” tune has 808,000 videos.
Earlier this month, actress and model Julia Fox went on the "Call Her Daddy" podcast, where she was asked whether she considered herself Kanye West's "muse." Fox, who had recently ended a fling with Kanye West instead said she was director Josh Safdie’s muse when he wrote the movie “Uncut Gems.” The video on Spotify’s account has 9 million views and has spawned tens of thousands of videos with creators poking fun at the way Fox says “Uncut Gems,” which she pronounces, "jamz." Fox later said she was high during the interview, making her mispronounce the word.
