If you have seen the new Dr Pepper commercial, you may have noticed something different about it, even if you could not immediately name why.
Yes, it is a traditional TV ad.
Yes, it aired in a primetime context.
But the creative idea behind it did not originate from a brand brainstorm or an agency pitch deck. It came from a creator.
The jingle started on TikTok, created by Romeo (@romeoshow on TikTok). Rather than softening or reshaping her idea beyond recognition, Dr Pepper chose to scale it. A skilled creative team then added what was needed to make it work on television: elevated visuals, a richer background beat, and polished production.
The original creator’s idea stayed intact. The creative team helped it travel further.
This approach is showing up more and more in TV advertising, and it is worth paying attention to how brands are making it work.
Below are four ways brands are bringing creators into TV advertising today, along with why each approach works and what to watch out for.
1. Licensing Viral Creator Concepts
This is the approach Dr Pepper took.
How it works
A creator-developed idea, sound, or format gains traction organically. A brand licenses the concept and produces a version designed for broadcast.
Why it works
- The idea already resonates with an audience
- The creative has been tested in the real world
- The end result feels culturally fluent rather than overly scripted
Key caution
The original energy matters. Too much polishing can strip away what made the concept compelling in the first place.
2. Using Creators as On-Screen Talent
In this case, creators are not just the inspiration. They are the face of the campaign.
How it works
Creators are cast in TV spots because audiences already recognize them and understand their voice. For certain demographics, this can be more effective than traditional casting.
Why it works
- Built-in familiarity and trust
- Lower creative risk
- Natural amplification across TV and social platforms
Key caution
Creators are not interchangeable. Casting decisions still require intention and alignment with the brand.
3. Running Influencer Content on Connected TV
This is one of the fastest ways brands are extending creator content beyond social.
How it works
High-performing influencer content is run programmatically on connected TV. The same creator video appears on a larger screen, often using tools like Spaceback to manage placement and scale.
Why it works
- Faster timelines than traditional TV production
- Lower costs
- Creative that is already designed to capture attention
Key caution
Content still needs to feel deliberate in a TV environment. Framing, pacing, captions, and QR codes all matter, especially when conversion is a goal.
4. Bringing Creators Into the Creative Process
This approach starts earlier and requires more coordination, but it often produces stronger results.
How it works
With agency support and clear guidance, creators participate in ideation, scripting, or concept development. Their input helps shape tone, pacing, and cultural relevance from the beginning.
Why it works
- Fewer late-stage revisions
- Clearer creative direction
- Work that feels current without chasing trends
Key caution
This only works when creator input is taken seriously. Token involvement shows quickly in the final output.
A Final Thought
Creator-originated ideas are not a requirement for great TV advertising, but they are becoming a useful addition to the creative toolkit.
In the right contexts, they offer a different starting point than traditional briefs alone.
Danielle