Page 57 - Adnews Magazine January 2022

TIKTOK
Creative Agency
Saatchi & Saatchi New
JW: One of my favourite sayings is “Don’t tell me you’re funny, tell me a joke”. This spot just told me it’s funny. I’ve seen the video that’s being described and it is way better than the actors describing the video. Why, oh why, didn’t they use the actual video? I would’ve loved to see it cut into a trailer
so good that it forced me to stop everything immediately, jump on TikTok, follow @samanthartsoe and get closure on the story. Next time, maybe.
RC: This is a brilliantly simple
and single-minded piece of storytelling. Everyone is aware
of what TikTok is so there was no need to show us what we already know. I love how they just bring to life the magic of virality through the universal human insight of
SNAPCHAT
Creative Agency In-house
curiosity. Some of the vignettes are genuinely laugh-out-loud funny. I don’t even have a TikTok account and I was left wanting more. A proper ad.
JW: If the point of this spot is to demo that Snapchat has fun lenses, then tick. Is it enough to make me want to sign up to Snapchat, hell I don’t know and I don’t care. I enjoyed it. It’s fun. It kept my attention. It might seem like
AD: This misses the mark for me. Obviously they want to expand their reach and bring new people onto the TikTok platform, but it all feels
a bit contrived and dated. The work
a really simple spot but I appreciate the craft here. Great choice of music, a good demo of lenses in action and sticking to the aspect ratio native to the app — respect. And yellow. All I can see is yellow. Brand recall 100%.
doesn’t really feel like an authentic reflection of people’s behaviours around the sort of content TikTok is designed for, or the manner in which people interact with it.
RC: This is the complete opposite of the TikTok ad — a product demonstration followed by
a tagline that doesn’t make an awful lot of sense. I guess this is more just a celebratory brand film, though, and its only real purpose is to preach to the filter-obsessed converted. It definitely didn’t tell me anything I didn’t already know about Snapchat as a platform
or make me think or feel any differently about it.
AD: The simplicity of thinking and low production value is really felt here. Just showing content from the platform and inviting people to open your Snapchat doesn’t feel like it is doing much beyond reminding people they exist. Its juvenile approach also firmly positions them towards a much younger audience at the expense of anyone above the age of 12.
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