Reddit's first national TV campaign encourages you to 'find your people'

Push from R/GA features TV spot plus billboards highlighting the niche communities you can connect with on the platform

Published On
Jun 27, 2022

Editor's Pick

Reddit invites consumers to “Find your people” in  its first-ever U.S. TV campaign.

The integrated campaign, part of a broader North American push, was created out of R/GAand showcases the social platform’s ability to bring together people with niche interests.

The TV ad, directed by Pete Marquis of Strike Anywhere, depicts people sharing ideas that draw blank stares or unhelpful responses from those around them: a man muses over s a shower thought to his partner, who simply walks away; a woman worries about her dying plant, so her roomie coldly suggests she “get a new one”; a cosplayer gets called a “role player” by his significant other.  Copy on the ad offers reprieve through Reddit threads:  “r/ShowerThoughts,” “r/PlantClinic” and “r/Cosplay.” The spot ends with the cosplayer finding community in r/Cosplay. “My people get me,” he murmurs. 

While the work is the brand’s first national U.S. TV campaign, Reddit previously made a splash on television during the Super Bowl with its “glitchy” ad out of R/GA that won audiences over despite a limited ad buy. 

“Reddit is a place where you can find communities of people deeply passionate about just about anything—from stocks to socks, there is a community to get involved in and be a part of,” said Bryan Gregg, R/GA VP-executive creative director, in a statement. “For this campaign we talked a lot about how sometimes the people closest to us do not always ‘get’ us, but Reddit is a place where you can truly ‘find your people’—a place to express our passions, share our insecurities, learn from each other or just connect about what we’re into.”

“As real-life moments continue to highlight our shared need for understanding and belonging, ‘Find your people’ showcases Reddit’s communities as spaces for everyone to connect and gain honest perspectives from real people with similar interests,” added said Reddit CMO Roxy Young.

Reddit OOH


Out-of-home ads in New York City illustrate the “Find your people” idea further: “r/Outdoors” appears on a mountain landscape photo, while “r/IllegallySmolCats” labels a picture of a kitty as small as a banana.  

The campaign’s official launch follows a soft debut at the year’s Cannes Lions International Festival of Creativity, where “Find your people” appeared on out-of-home ads greeting festival-goers. Running through the fall, the national campaign will encompass TV, OTT, digital video, paid social, and OOH placements in the U.S. and Canada.



Reddit OOH 2


Jun 27, 2022
Client :
Agency :
Director :
Pete Marquis
Production Company :
Strike Anywhere
VP Executive Creative Director :
Bryan Gregg
Creative Director :
Kevin Koller
Associate Creative Director - Copy :
Scott Steele
Associate Creative Director :
Hera Yeung
Copywriter :
Aishika Sen
Junior Art Director :
Jameson Thornock
Motion Design Director :
Felipe Mahalem
VP Executive Director :
Hana Newman
Executive Content Producer :
Dustin Freeman
Senior Content Producer :
Alec Carrier
Content Producer :
Laura Allin
Associate Content Producer :
Jon Hill
Director Content Production :
Erica Jensen
Senior Content Producer :
Patrick Gosse
Senior Mechanical Artist :
Minjie Gao
Senior Manager Business Affairs :
Natalie Roback
Associate Manager Business Affairs :
Daniella Cunningham
SVP Managing Director :
Cara Watson
SVP Global Head of Insights :
Christian Kugel
VP Executive Strategy Director :
Yael Cersarkas
Group Strategy Director :
Kaitlyn Frysztak
Strategist :
Erica Carin
Director Marketing :
Ricky Weina
Group Account Director :
Parry Rominger
Management Supervisor :
Paige Poulsen
Executive Producer :
Katie Cahill
Executive Producer :
Keaton Wilson
Executive Director :
Chris Forsythe
Producer :
Flor Merino
SVP Global Head of Media & Connections :
Ellie Bamford
Group Director Media & Connections :
Faviana Campbell
Media Supervisor :
Jazmin Temores
Senior Media Strategist :
Alice Wang
Associate Media Strategist :
Ezequiel Iglesias
Associate Media Strategist :
Josefina Raposo
DP :
Julia Swain
EP :
Victoria Guenier
Line Producer :
Joseph Soutullo
Editorial :
Union Editorial
Editor :
Karen Kourtessis
Stylist :
Arielle Antoine
Casting :
Elevator Casting
Music :
Found Objects
Chief Marketing Officer :
Roxy Young
Head of Brand Marketing :
Dong Chen
Brand Marketing Specialist :
Katie Ambrose
Head of Brand Creative :
Tavish MacLellan
Senior Creative Lead :
Chris Potts
Canada Market Director :
RJ Pauloski
Content Producer :
Lisa Pertl
Agency :
Cairns Oneil
President :
Devon MacDonald
Communications Director :
Trish Irwin
Digital Director :
Robert Nolan
Digital Supervisor :
Lily Keung
Agency :
Jaw Advertising
Partner :
Doug Walker
Partner & Executive Creative Director :
David Jones
Senior Designer/Senior Motion Designer :
Andy Kelly
Senior Designer :
Holly Truax
Agency :
VP Creative :
Allan Regan
Creative Director :
Lindsay Stransman
Art Director :
Benjamin Gehlen
Designer :
Sarah Ellis
Designer :
Iman Ghader
Designer :
Natasha Hertle

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