TikTok is setting its sights on the mainstream, primetime U.K. audience in its first major work from Mother London.
The TV spot, directed by Rogue's Alex Boutell, stars the country's biggest TV hosts, Ant and Dec, in a journey through a history of entertainment through the ages. We see them evolve from cavemen to ancient Romans, Shakesperean actors, Laurel and Hardy-style slapstick performers and finally into the age of TikTok.
The film then turns to the TikTok U.K. creator community, including singer-songwriter Cat Burns, magician Magic Singh, football freestyler Liv Cooke and cooking creator Nathan at The Grub Works Kitchen.
The 60-second ad will run on U.K. screens through September, backed by shorter 20-second versions and social media assets, as well as in-app activity on TikTok. Mother London has been working with TikTok on a project basis since 2020, but this is its first big campaign for the brand. In securing the talents of Ant and Dec, visibility will be ensured for the work.
As well as presenting primetime shows like "Ant & Dec's Saturday Night Takeaway," "Britain's Got Talent" and "I'm a Celebrity Get Me Out of Here," Ant and Dec have three million followers on their TikTok account and have partnered with the platform successfully on their shows. On ITV's "Saturday Night Takeaway," they invited the TikTok community to nominate their #HappiestMinuteHeroes for the "Happiest Minute of the Week" segment, and ended one show with a live sea shanty spectacular alongside Nathan Evans, the singer behind the viral TikTok trend.
The duo have also starred in ads for Santander bank, created by Engine. Commenting on the TikTok partnership, they said: "When TikTok came to us with the idea for this campaign we instantly loved it. The idea of showcasing entertainment throughout the ages was one we couldn’t resist."
"Ant and Dec are the indisputable kings of British entertainment, and we are proud to be working with them on this campaign," added James Rothwell, Head of Marketing, EMEA at TikTok, in a statement. "Their involvement in helping us to show the evolution of entertainment and storytelling in our latest campaign is testament to the growth of our brand, and our disruption in the entertainment space. The sense of joy running through the ad is what TikTok is all about, with an added dose of humor that is unique to their personalities."