TikTok has launched its first-ever Canadian ad campaign, and there’s not a bottle of Ocean Spray in sight. “It starts on TikTok” debuted in the U.S. in August, and arrives in Canada today with a 30-second spot airing during TSN’s coverage of the NBA Finals and Major League Baseball playoffs. It is being supported by social, digital and out-of-home.
The TV spot stitches together a series of TikToks by Canadian creators including Edmonton’s @NotoriousCree, who uses the platform to share Indigenous culture and history, and @Bomanizer, a Toronto actor and artist who creates parodies of reality TV shows.
“The goal of the campaign is to celebrate the impact that the TikTok community has made on culture and society by conveying all that starts on TikTok: beloved memes, trends, creativity, connectivity, movements, and more,” says Canada’s general manager, Daniel Habashi.
“We decided to run the campaign now as it was a great time to acknowledge how much this ever growing community means to us. We’re seeing our Canadian creators gain more awareness globally and we wanted to shine a light on some of the homegrown, amazing talent we have right here.”
The spot is soundtracked by “High End,” a song by Canadian hip-hop artist Patrik that TikTok says was selected because of its high energy,” which fits with the campaign’s upbeat nature.
The campaign comes at a time when…
