In its first-ever U.S TV campaign, Reddit highlights the concept of finding and connecting with people with niche interests. The TV ad, directed by Pete Marquis, shows people sharing ideas that draw blank stares or unhelpful responses from those around them. A man muses over a shower thought to his partner, who simply walks away; a woman worries about her dying plant, so her roomie coldly suggests she “get a new one”; a cosplayer gets called a “role player” by his significant other. Copy on the ad offers reprieve through Reddit threads: “r/ShowerThoughts,” “r/PlantClinic” and “r/Cosplay.” The spot ends with the cosplayer finding community in r/Cosplay. “My people get me,” he murmurs.
“Reddit is a place where you can find communities of people deeply passionate about just about anything—from stocks to socks, there is a community to get involved in and be a part of, For this campaign we talked a lot about how sometimes the people closest to us do not always ‘get’ us, but Reddit is a place where you can truly ‘find your people’—a place to express our passions, share our insecurities, learn from each other or just connect about what we’re into.”-Bryan Gregg, R/GA VP-executive creative director Reddit
As real-life moments continue to highlight our shared need for understanding and belonging, ‘Find your people’ showcases Reddit’s communities as spaces for everyone to connect and gain honest perspectives from real people with similar interests,
Reddit CMO Roxy Young.
The campaign made a soft debut at the year’s Cannes Lions International Festival of Creativity, where “Find your people” appeared on out-of-home ads greeting festival-goers. The campaign will run through the fall over TV, OTT, digital video, paid social, and OOH placements in the U.S and Canada.