5 min read

A new TikTok campaign highlights unexpected fitness discoveries

Written by
Pavlo Fedykovych
Published on
December 18, 2023
May 29, 2024

The brand new TikTok campaign in the UK documents a man's journey to get rid of the dad bod. With the help of the app's discovery feature and inspiration from influencers, it is.


The plot: a middle-aged man narrates a lighthearted video about his fitness routine. He shares that it all started with the neck pain. This led him to check out TikTok's search results for "neck stretches." And we all know how it goes. Our hero was sucked into the rabbit hole of TikTok's fast-paced inspiration fitness content.

Next thing he knows he's trying out various exercises at home, doing the DIY weights outside, and is seriously considering doing a continental run in Africa. His (apparently) Gen Z son is watching his father with admiration and a bit of surprise.

The video culminates with our duo accomplishing their biggest feat of fitness activity yet. They run atop the local hill at sunrise, a beautiful moment of son-father interaction. The "It all starts on TikTok" slog appears on the screen to wrap things up.

Why we love it: TikTok goes in a fully relatable mode with this one. Also, it's an interesting choice of a hero. Mid-aged English dad is not the first thing that comes up in one's mind for a definition of the Bytedance-owned "target audience." And that's exactly what makes this TikTok campaign fun to watch.

The inspirational messaging behind the ad hits all the right notes too.

Harry Wilson, head of marketing at TikTok UK, Ireland & Nordics stated that "It Starts on TikTok is about celebrating the extraordinary moments that spark when communities come together. We hope this campaign inspires people to discover a new hobby, search for that recipe or even turn their passion into a career."

There are also some meta features within the video. TikTok recognizes its influencers and puts such creators as Russ aka @hardestgeezer, Nik aka @madewithmudpottery, and Nikita aka @nikyyoga on full display in this campaign.

While you're here don't forget to check out TikTok as a digital signage tool.

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