TikTok launches first Australian TVC in new integrated brand campaign via We Are Social
TikTok has just launched its first Australian-made TVC as part of its latest integrated brand campaign, in partnership with socially-led creative agency We Are Social.
The ‘Now you know’ campaign, entirely filmed and produced locally, is a celebration of the entertaining, enriching and diverse content available on TikTok, aiming to position the social app as a trusted entertainment platform for Australians of all ages.
With the mission to inspire creativity and bring joy, TikTok has become the platform that people turn to for entertainment throughout their day. Everyday people from different backgrounds and all walks of life are joining it, having fun, and creatively expressing themselves. ‘Edu-tainment’ content, which blurs the line between education and entertainment, is booming online, with #LearnOnTikTok content generating over 350 billion views, and internet users more likely to say they’ve learnt practical life skills from social media (57%) than from university (51%)[1]. TikTok has been cemented as the home of edu-tainment, as the platform is bursting with diverse community of creators sharing entertaining life hacks and fun facts that guarantee everyone can learn something new every day, and enjoy doing it.
Says Serena Leith, marketing director ANZ at TikTok: ”TikTok Australia has always been super passionate about utilising the amazing local creator, creative, production and entertainment industry talent we have at our fingertips, which is why we were so excited to finally craft our first wholly Aussie TVC. Shot over one day and night in Sydney, we collaborated with Australian agency, creative, production, creator and audio partners to craft a fun, lighthearted piece of video content to showcase some of the most interesting life hacks to be found on TikTok, via truly Australian cultural truths – with everything from BBQs, to spiders, to mullets and even aliens.”
The campaign celebrates the best of TikTok learning and features high-calibre and emerging Australian creators including @shepmates, @theaussierapunzel, @chebbo, @astrokirsten, @brad, @shesgotlegs, @tom_ismyname and @himynameispriya, entertaining the audience with their top tips, from how to capture a huntsman spider to how to make banana skin taste like bacon.
‘Now you know’ launches with a hero 30” film across TV, cinema, BVOD and social and will be supported with extensive out of home. The campaign also features a TikTok hub showcasing some of the best edu-tainment content and creators available on the platform.
Says Ben Clare, executive creative director at We Are Social Australia: “There’s a huge misconception that TikTok is exclusively for lip-sync and dance videos. Over the last few years, it has become one of the largest learning platforms in the world, home to everything from cleaning hacks, to astrophysics to how to put sunscreen on a toddler without the drama. It’s the home of everything you never knew you needed, and we wanted to celebrate that in an equally entertaining way.”
We Are Social was appointed by TikTok in November 2021 and has since supported the brand with their social media presence and campaigns.
Brand: TikTok Australia
Marketing Director AU/NZ: Serena Leith
Marketing Manager AU/NZ: Olivia Platt
Marketing: Lou Campbell
Marketing Specialist: Aoife Bergin
Creative Agency: We Are Social Australia
Executive Creative Director: Ben Clare
Copywriter: Jono Shannon
Art Director: Alex Newman
Senior Producer: Lucinda Hayden
Account Director: Dennelle Exton
Designer: Oliver Ryan
Production Company: Short Term Girlfriend
Director: Toby Morris
Executive Producer: Melanie Reardon
Dop: Mitch Ayers
Casting: Mcgregor Casting
Post-Production:
Editor: Tim Eddy
Music & Sound: Noise International
Grade & Online: Matt Fezz
Media Agency: Zenith Media
Strategy Director: Kelly Mallia
Group Business Director: Katrina Stratton
Account Director: Becky Mcmillan
Account Manager: Cecily Walker-Cox
Account Coordinator: Elina Hu
14 Comments
People will hate it, but it’ll work.
Actually enjoyed this a lot more than I was expecting. Nice work!
I don’t hate this at all.
I actually enjoyed that
Alien guy at the end gave me genuine lols. 😂
Give us all your data nom nom nom nom.
Well that’s an embellishment!! How many stupid dancing clips does the world need. Nat Geo is enriching not this time wasting narcissistic crap.
Tell me you don’t use TikTok without telling me you don’t use TikTok.
You know Nat Geo is on TikTok right? 😂
I’m giving it three and a half stars.
Margaret?
Overly used whip pans, fast tracking, transitions, whirly twirly camera moves often accompanied by coloured lighting and ridiculous lensing, now fondly known as the ‘fruit ninja’ method by directors.
Ps don’t forget the sound effect on the camera move.
Just got to wait for agencies to stop asking for it.
It would be so great if Aus could pioneer a style of commercial instead of waiting 2 years for it to become old hat O/S then flogging it to death
4 years behind.
Don’t need to pioneer a style. Everything has literally been done before. All those camera moves are not new, fincher did it in the 90’s, guy Ritchie and even Glazer loved a bit of ‘fruit ninja’ in their early gangster films. But the moves had a point in the story telling for them. They don’t in this recent spraying of copycat ads.
Point is: tailor the style to the concept. Don’t make the style the concept. In that way each ad can stand alone rather than blending in to everything else. Standing out is the aim of the game right?
I would think this would be taught to young creatives first up?
You make a good point. Maybe at least pioneer a trend then, but yes ultimately would be great to see tailored styles more often, getting a more wide gamut of content etc