TikTok says 'you have to see it' in global campaign from Le Truc

First work from Publicis Groupe's 'center of creative excellence' debuts today

Published On
Oct 18, 2021

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TikTok today debuts a global creative campaign after appointing Publicis Groupe's recently launched U.S.-based center of creative excellence Le Truc to work on the brief. The new work features the tagline "You have to see it" and stars ordinary people, celebrities and TikTok creators discussing cultural moments on the platform. The first spot is titled "You Have to See It: Mystery Apartment Girl” and is inspired by TikTok creator @samanthartsoe's video of her New York city apartment. It features Martha Stewart in a cameo appearance, as well as a series of well-known TikTok creators including @tinx@ghosthoney, @alexisnikole and @brookeab.  

The social media giant is the first client for Le Truc, which opened in New York in February under the creative leadership of former Droga5 Chief Creative Officer Neil Heymann. It was created to unite the 600 creatives, producers and strategists from Publicis Groupe's New York agencies (Publicis, Digitas, Razorfish, Rokkan, Saatchi & Saatchi and Publicis Media) in a single space.

Le Truc is understood to have been appointed the TikTok campaign  following a competitive pitch process this summer.  

The campaign will span TV, cinema, print, outdoor, social and digital advertising. The work drops first in the U.S. and is expected to roll out in other markets including Canada and Australia. The outdoor portion of the campaign features short pieces of text that somewhat cryptically describe moments that have captured people's imagination on TikTok, directing viewers to the platform to see it for real. Billboards will appear in high-profile sites such as Times Square and JFK Airport in New York and Sunset Boulevard in Los Angeles. Outdoor "wild postings" will appear at a more local level across the U.S.

The campaign comes as TikTok looks to appeal to non-users as well as those already on the platform, which the company announced last month had now surpassed one billion users. 

Publicis already works with TikTok in several other areas: in 2020 it appointed Zenith to handle its global media duties. In August, it announced it was working with Publicis Groupe on a program to teach brands about “community commerce," and today TikTok, Publicis and WARC published a white paper on the topic, titled "From Discovery to Purchase: The Role of Community Service."

The appointment by TikTok marks the latest in a series of wins for Publicis Groupe, including Walmart's media account, marketing duties for Planet Fitness and media for TD Bank. The holding company last week announced that its revenue rose 11.2% in the third quarter on an organic basis.


TikTok Marissa

TikTok Wildposting

TikTok Nose


Oct 18, 2021
Client :
Agency :
Le Truc
Agency :
Saatchi & Saatchi-New York
Tik Tok :
Nick Tran
Tik Tok :
Katie Puris
Tik Tok :
Cheryl Gresham
Tik Tok :
Francis Mekhail
Tik Tok :
Lee Sacks
Tik Tok :
Madeleine Schafer
Tik Tok :
Guido Marranci
Tik Tok :
Tzvi Twersky
President Le Truc CSO Publicis Groupe :
Carla Serrano
Founding Partner Le Truc :
Neil Heymann
Chief Creative Officer Saatchi NY :
Daniel Lobaton
Creative Director :
Evan Schultz
Creative Director :
Jon Bellinger
Creative Director Design :
Agatha Sohn
Associate Creative Director :
Daniella Gilsanz
Associate Creative Director :
Ivan Whitted
Account Director :
Ciara Siegel
Account Director :
Rob Ichelson
Account Executive :
Perri Rubenstein
Strategy Director :
Jared Grant
Director of Integrated Production :
Tim LeGallo
Senior Producer :
Danielle Hallack
Associate Producer :
Natalie Zeller
Sr. Business Affairs Manager :
Aoife O'Donnell
Project Manager :
Brianna Leone
Production :
Director :
Aaron Stoller
Partner/Managing Director :
Shawn Lacy
Executive Producer :
Holly Vega
Executive Producer :
Andrew Travelstead
Head of Production :
Sean Moody
Producer :
Jessica Cooper
Edit House :
Music :
Pickle Music

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