Creative Picks | 30 Aug | DIRECTV, TikTok, Cult.Fit

Ritwika Gupta, August 30, 2021

This week, Ritwika Gupta reviews ads by DIRECTV, TikTok and Cult.Fit.

Humour, creativity and simplicity – this week’s ads are all about entertainment. Ritwika Gupta reviews ads by DIRECTV, TikTok and Cult.Fit. Take a look –


How do you convince viewers that they can get the best of sports and entertainment, all under the same on-demand platform? Well, US streaming service, DIRECTV Stream did just that with their latest ad. In a bid to showcase their offerings such as live TV, sports, news and on-demand content, the brand launched an ad titled ‘Wonder Williams’.  The 60-second ad shows a man and woman watching DirectTV Stream, switching between Serena Williams during a game and the mall action sequence from Wonder Woman 1984. After a couple of flipping back and forth between William’s match and Wonder Woman, the two merge into one and we see Serena Williams dressed as the ‘Wonder Williams’ saving the mall patrons from some deadly tennis balls. The ad is amusing and very creative. John McEnroe makes a cameo too and it’s hilarious. I loved the idea to mash up the world of tennis and DC. It made the ad entertaining, and I mean, how often do we see Williams turning into an iconic DC superhero? The ad also smartly tackles the fragmented consumer attention span while bringing to life the brand’s core features of having the best of both worlds – live and on-demand entertainment. This one’s smart and out of the box.

Campaign: Get Your TV Together
Agency: TBWA\Chiat\Day LA

Brand: TikTok

TikTok’s latest push looks to position itself as the newest form of entertainment since the pre-historic times. In 60-seconds, the ad takes the viewer on a brief history of entertainment. From the stone age to Ancient Rome, Shakespearean theatre, cartoons and finally bringing viewers back to the 21st century. The campaign seems to emphasize the brand’s relationship with entertainers. The ad features Ant & Dec who are famous in British entertainment, and their presence really added a dose of humour that is unique to their personalities. The ad then showcases the breadth of entertainment on TikTok through its creator community, featuring everyone from TikTok-born singer-songwriter Cat Burns and magician Magic Singh to football freestyler Liv Cooke and cooking content courtesy of Nathan at The Grub Works Kitchen. Overall, the tongue-in-cheek piece drives home the message that TikTok has indeed become a disruption in the entertainment space. Hate it, love it but you can’t ignore it.

Campaign: Entertainment. Now on TikTok
Agency: Mother London

Brand: Cult.Fit has released a campaign that aims to spread the message – ‘fitness is not an option’. The ad spoofs an iconic Bollywood scene and shows how it would play out if the actors in the movie were not ‘fit’. The spot shows the climax scene from Zindagi Na Milegi Dobara and features comedians Aadar Malik, Rahul Dua and Rahul Subramanian. The ad effortlessly manages to deliver the message that if you take care of your health and fitness, toh zinda ho tum! With a clever mix of popular culture and humour, the brand aims to communicate that fitness should be on everybody’s radar. The brand wants to inspire people to get started on or get back into their fitness journeys and make it a top priority. This one’s fun to watch!

Campaign: ‘Fitness is not an option’
Conceptualised by: Girish Narayandass and Anuya Jakatdar