The One Show
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Category
Social Video / Over 15 Seconds
Annual ID
OS23_SM062M
About the Work
In 2022, Rosewood Creative created a TikTok campaign for Beats by Dre called This is a Beats Ad to drive awareness to their product. We collaborated with creator Ben Palmer to do “authenticity” a little differently, by leaning into the inherent awkwardness of sponsored content.
TikTok is typically raw, honest and relatable, so when sponsored and branded content pops up, it usually feels forced and the audience isn’t fooled. So how do we actually get people to pay attention to sponsored content with such a savvy audience?
We invited Ben to create content that was not subtle. Instead of trying to be “authentic,” we tried to be real. Instead of trying to hide that we were making ads, we made it obvious, and more importantly, entertaining.
After all, Beats has always been known for its use of in-your-face product placement. So instead of fake authenticity, we had Palmer embrace the awkward fakeness of “sponcon” and have fun with it. Using his deadpan humor, Palmer staged an email thread between himself and Beats’ marketing team to try to perfect a promotional script. He then used the Duet feature to duet his original video from his page and extended the joke by making fun of the advertising his created.
While the first video alone reached over 1.8 million views and 71.8k likes, the comments like “this is amazing advertising lol” to “Bruh
TikTok is typically raw, honest and relatable, so when sponsored and branded content pops up, it usually feels forced and the audience isn’t fooled. So how do we actually get people to pay attention to sponsored content with such a savvy audience?
We invited Ben to create content that was not subtle. Instead of trying to be “authentic,” we tried to be real. Instead of trying to hide that we were making ads, we made it obvious, and more importantly, entertaining.
After all, Beats has always been known for its use of in-your-face product placement. So instead of fake authenticity, we had Palmer embrace the awkward fakeness of “sponcon” and have fun with it. Using his deadpan humor, Palmer staged an email thread between himself and Beats’ marketing team to try to perfect a promotional script. He then used the Duet feature to duet his original video from his page and extended the joke by making fun of the advertising his created.
While the first video alone reached over 1.8 million views and 71.8k likes, the comments like “this is amazing advertising lol” to “Bruh
2023 Awards
Total Points: 3
Merit
Credits
Agency
Rosewood Creative / Los Angeles
Client / Brand
Beats by Dre / Culver City
Creative Director
J Smith
Executive Creative Director
Charles Gschwend
Strategist
K.o. Asante
Associate Creative Director
Tobi Hirano
Senior Copywriter
Martha Lees
Brand manager
Olivia Gomez
Corporate Communications, Social Lead
Abby McCormick
Director of Project Management
Laura Paulino
Head of Corporate Communications
Sarah Joyce
Junior Creative
Kennedy Clark
Managing Partner
Amir Mohamadzadeh
Partner, Growth
Jeremy Iovine
Senior Brand Director
Dean Castano
Senior Producer
Mycah Seals
Senior Strategy Director
Kate Myers
Social Project Manager
Christina Collins
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