TikTok, the social platform where users share micro-videos for snackable consumption by millions of other users, finally has its own year-end highlights reel. Long a tradition for other platforms like YouTube, Google and Spotify, the 30-second compilation spot “You Made 2019 on TikTok” features highlights from some of the most popular user-made videos of the year.
Videos from the short-lived “cheese slappers” trend, in which unsuspecting victims have slices of American cheese thrown on their faces, make an appearance, as does a man who gained worldwide notoriety after strapping carrots to his feet.
Dancing animals feature heavily, as does lip-syncing, a staple of the platform where users do their best to create or recreate music videos for popular songs. In this case, it’s “Old Town Road,” the oft-remixed country-rap single from Lil Nas X that first became popular on TikTok earlier this year.
The end-of-year campaign is running—of course—on TikTok, as well as Instagram and Twitter. It also includes targeted digital out-of-home placements at U.S. airports. Users can add their own year-end videos by using #YouMade2019.
It was created out of Adam&EveNYC, the New York office of the London-headquartered DDB agency, which also recently debuted the Samsung ad starring Ryan Reynolds that also happened to pitch the actor's new Netflix film and the spirits brand he also backs, Aviation Gin.