TikTok's wacky B2B campaign stars a disembodied head

The platform is targeting marketers with case testimonials from the head of TikTok comedy star Luke Vernon

Published On
Sep 22, 2022

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TikTok is hoping to capture the attention of marketers and media buyers in a new European B2B campaign that puts a wacky twist on client testimonials.

A trio of new ads, created via London agency Gravity Road, is narrated by a disembodied head—that of TikTok comedy star Luke Vernon, who has 1.9 milllion followers.

In each video, Vernon’s head poses as a client from a brand that has advertised on TikTok, reporting the great results their company has had as a result of using TikTok’s ad solutions for brands. Each of the three brands—skincare company Dermalogica, pizza oven brand Ooni and mobile game Dragon City—gets a fictional, punning marketer name too;  the Ooni "marketer"  is "Pepe Roni," Dermalogica is "Veer Gudskyn" and Dragon City is "Hugh Jegg."


According to Gravity Road, TikTok came to it with a problem that needed solving: how do you talk to a busy, media-savvy audience in a memorable way that felt unapologetically TikTok?

"We knew we needed playful videos to disrupt the sea of samey, talking head video formats," said the agency's creative director Sophie Cullinane, in a statement. "So we decided to subvert tired B2B tropes with typical TikTok irreverence—literally dismembering our talking head and casting TikTok’s favorite funny man Luke Vernon.”

The spots are running on LinkedIn and Twitter as well as TikTok, across seven European countries.



Sep 22, 2022
Client :
Agency :
Gravity Road
Head of B2B Marketing :
Isobel Sita-Lumsden
B2B MarComms Lead :
Kate MacKenzie
B2B Marketing Manager :
Hannah Dillon
B2B Marketing Lead :
Rob Ryan
Creative Director :
Sophie Cullinane
Global Head of Production :
Katie Farmer
Business Director :
Oli Timbs-Harrison
Account Director :
Ruth Parker
Senior Account Executive :
Goldy Gbedema
Director :
Bine Bach
Production Company :
Biscuit Filmworks

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