TikTok: Where Fans Play

In its first work for TikTok, Dark Horses is celebrating the return of fans to live football and capturing the excitement of a year’s worth of waiting with a global campaign that invites fans across the globe to get involved in the magic of the tournament. Football content has had a significant rise on TikTok, with over 119 billion views on the #football hashtag - increasing from 70 billion when the UEFA EURO partnership was announced in February this year. While the platform hosts a huge variety of football related-content, fans often default to the same channels they’ve used for years to get their football fix. Using the endline 'where fans play', the work will use the tournament and beyond to demonstrate the endless fun football fans can find on TikTok, cementing the platform's connection with football. The hero TV spot, directed by Daniel Kaufman and produced through Anonymous Content, takes the passion, excitement and energy of the UEFA EUROs and smashes it together with the fun, inclusivity and playfulness of TikTok by taking legendary unforgettable moments from the tournament and overlaying them with current TikTok content. Viewers will get a kick out of seeing Ronaldo's free kick flying beautifully into the top corner of the goal, only to be intercepted by a cat that appears to save it. As Gazza rolls onto his back to do his infamous 'dentist chair' celebration, after scoring in EURO 96, you don't see his team dousing him in drinks, but instead a gardener appearing to water him with her watering can. All of which is beautifully backed by New Order’s Blue Monday.