Burberry, Calvin Klein and Sol de Janeiro have each garnered millions of views on TikTok since the start of 2024.
This installment of Ad Age’s expanded “Creativity Top 5” series looks at the best TikTok videos posted by brands over the past few weeks.
In this month’s lineup, rounding up the best TikTok videos of 2024 thus far: an extraterrestrial encounter, an adorable partnership with a “pet influencer” and a viral underwear campaign.
Stories of fictional alien encounters aren’t unheard of in the advertising world—but, rather than a little green man, the extraterrestrial being at the center of Oreo’s recent series of TikTok videos is an enormous Oreo cookie. The giant computer-generated cookie appears across three videos on Oreo’s TikTok channel, each of which features a person narrating over video footage of the cosmic sandwich cookie—surrounded by mysterious purple fog and colorful space rocks—and describing how it crashed in front of them. In the most-viewed video of the bunch, which currently sits at 6.6 million views, a person films the massive Oreo sitting in the middle of a desert landscape as their car drives past it. The other two videos of extraterrestrial Oreo encounters together garnered another 3 million views.
Skincare brand Sol de Janeiro has taken TikTok by storm over the past two years, with its perfumes and viral “Bum Bum Cream” lotion quickly becoming mainstays of beauty influencers’ product recommendations and Sephora hauls. Perhaps it’s no surprise, then, that a video announcing the launch of a new fragrance would rack up millions of views in just one week. To generate excitement for its newly released “Cheirosa 59” perfume among its loyal TikTok audience, Sol de Janeiro highlighted its different fragrance notes, such as plum, orchid and sandalwood, with an animation of those ingredients squeezing themselves into the perfume bottle. The video has since garnered 8 million views, along with over 17,000 comments from fans buzzing about the new product and 8,300 shares—likely from those sending the news to their group chats.
When you’re trying to grab your morning cup of joe from a busy coffee shop, walking past the long, winding line to pick up the mobile order you placed ahead of time can feel extremely satisfying. TikTok creator Rod Thill parodied that moment of gratification in a video uploaded to Dunkin’s channel, jokingly comparing his walk to grab his pre-ordered cup of coffee to a celebrity strutting along while being photographed by paparazzi. In the video, labeled “How it feels knowing I’m smarter than everyone for ordering my coffee ahead,” Thill strides confidently into a Dunkin’, winking and blowing kisses to imaginary cameras, before exiting the store and triumphantly holding an iced coffee above his head as “paparazzi” snap dozens of photos. The video currently has over 29 million views and over 115,000 likes.
Also read: TikTok creators Tinx and Rod Thill share advice for brands
Social media-famous pets have been around for years—after all, cat memes were a foundational part of the internet’s early days. “Pet influencers” racking up thousands of dollars in brand deals, though, are a much newer concept, and one of those sponsorships being between luxury brand Burberry and a tiny, fuzzy duckling is uncharted territory. But that sponsored video, which simply features a duckling from the TikTok account @ducks_in_space resting (adorably) on a Burberry pillow, has received 31 million views, making it one of the most-viewed videos on Burberry’s channel. The same video uploaded to @ducks_in_space’s account amassed another 425,000 views.
Calvin Klein kicked off 2024 with an underwear campaign starring “The Bear” star Jeremy Allen White, and the internet quickly became fixated on the racy images and videos of the scantily clad actor. Nowhere is that buzz around White’s work with the brand more evident than Calvin Klein’s own TikTok channel, where videos and image carousels of the actor stripped down to his underwear each amassed millions of views. The most popular of these posts—a video of White parading around on a New York rooftop in a pair of white Calvin Klein briefs—garnered more than 31.5 million views, 2.6 million likes and over 500,000 saves. And the seven other TikTok posts tied to the campaign collectively received another 62 million views.
Also read: Couch from Jeremy Allen White's Calvin Klein ad hits Facebook Marektplace
