James Rothwell, Head of Marketing, EMEA
Television icons Ant & Dec star in a brand new TikTok campaign, 'Entertainment. Now on TikTok', as the platform cements its position as the newest form of entertainment in British culture.
Launching this week across TV and digital media, the advert sees Ant & Dec, major TikTok creators in their own right, take us on a humorous journey of entertainment through the ages. The tongue-in-cheek piece starts with the pair transformed into prehistoric cavemen, followed by musical performers from Ancient Rome and Shakespearean actors, with Ant sporting an impressive Elizabethan hairstyle. Bringing us into the 21st century, they emerge as a 1920s slapstick duo before reappearing in the present day behind the scenes of a TV set.
The ad then showcases the breadth of entertainment on TikTok through its creator community, featuring everyone from TikTok-born singer-songwriter Cat Burns (@catburnss) and superstar magician Magic Singh (@magicsingh), to football freestyler Liv Cooke (@livcookefs) and cooking content courtesy of 'CEO of FLAYVAS' Nathan at The Grub Works Kitchen (@thegrubworkskitchen).
The campaign marks the next phase of TikTok's relationship with Ant & Dec, following a recent successful partnership on their hit ITV show Ant & Dec's Saturday Night Takeaway. As part of this, the pair invited the TikTok community to nominate their #HappiestMinuteHeroes for the "Happiest Minute of the Week" segment, and even ended a show with a live sea shanty spectacular alongside Nathan Evans, the singer behind the viral TikTok trend.
The kings of British entertainment
Ant & Dec have brought their unique talents to the platform and jumped on several popular trends since launching their account 18 months ago. With an inherent understanding of what makes great TikTok content, they have amassed 3.1 million followers and over 21.8 million likes in the process.
Ant & Dec are the indisputable kings of British entertainment, and we are proud to be working with them on this campaign. 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 humour that is unique to their personalities. On TikTok, our community delivers endless entertainment, day in, day out in so many different forms and I can't wait to see how TikTok will evolve as a place where culture is brought to life through video.
Ant & Dec said on the campaign: "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. Creating entertaining content has been at the heart of everything we have done and continue to do, from our television shows through to creating content for TikTok and we love any excuse to break open the dressing up box so it was perfect for us! We hope everyone loves it as much as we do."
The 60-second ad will run on UK TV screens through September, backed by shorter 20-second versions and social media assets, as well as in-app activity on TikTok.