DDB Sydney Head of Social Alex Watts spoke to AdNews about how brands can authentically participate in the unexpected trends of the social internet.

Recently on TikTok, the audio from a 2007 ad for Starburst that features a British man dancing and singing at the thought of berries and cream has gone viral. The trend has spread like wildfire, going from a handful of audio beds and recreations of the original ad to hundreds of millions of views and a seemingly endless series of remixes, pairing the song with everything from SVU to My Chemical Romance to Beethoven.

While the ad’s audio reappearing now is entirely unmanufactured, it does provide some learnings on how brands can interact with the modern social internet – and the full scope of its expectations and opportunity.

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