Looking for inspiration for your Q4 campaigns? We’ve pulled together 25 TikTok ads that we actually clicked on — with examples, insights, and takeaways you can apply to your own Black Friday, Christmas, and holiday campaigns.
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Scrolling through ads in Q4 can feel repetitive — discounts, countdowns, the same old marketing tactics. But every now and then, one makes you pause. The reality is, people aren’t looking for another sales pitch — they’re looking for content that is entertaining.
That’s why the ads that break through on platforms such as TikTok or Instagram aren’t necessarily the ones with the biggest budgets. They’re the ones that catches your attention because something feels natural yet different — a surprising hook, a clever twist, or just a genuine human reaction. Those are the moments people actually engage with.
As a UGC platform, Twirl spends every season studying what works and why. Brands don’t just need more ads — they need creator driven campaigns that entertain, educate, and convert, even when timelines are short and competition is heavy. That’s why we pulled together 25 examples from TikTok and Instagram that caught our eye during this high-stakes shopping season. Some are sponsored ads, others are organic content that are simply entertaining — and all of them offer lessons any brand can borrow.
We’ve grouped them by category so you can see how different industries approached the same challenge. And for each ad, we’ll break down not just what happens on screen, but also why it works and how you could adapt the idea.
Ad link: Watch on TikTok
This ad is set in an everyday work-from-home environment, which makes it instantly relatable. The creator is in their natural space, adding subtle humour to the monotony of working at a desk. The storyline follows a day where deodorant actually matters — mid-shift, on Zoom calls, moving between tasks. What makes it even stronger is the clear demo of how the product works, woven into the humour so it doesn’t feel forced. By the end, you’ve not only laughed at the situation but also learned exactly how to use Wild and what makes it different.
Ad link: Watch on TikTok
We’re hooked straight away with a cultural reference — cancel culture. A post-it note on the mirror builds curiosity, so people watch to see what’s being “cancelled.” Then it pivots quickly into the value message: perfumes starting from £4.99. That shift from intrigue to offer is sharp and effective.
Ad link: Watch on Instagram
This ad strips everything back to focus entirely on the product. The camera lingers on packaging, texture, and application, with minimal distractions around it. High-quality filming gives it a polished look, but it avoids feeling like a sterile studio shoot — the vibe is still lifestyle-driven. It’s essentially a sensory demo: you can almost feel the texture through the screen. For a new release, this works perfectly because the spotlight is on the product details people want to see before trying it themselves.
Ad link: Watch on TikTok
Instead of focusing only on products, this ad tells a quick transformation story. It begins with a salon visit, then cuts to the creator styling her new haircut at home. The before-and-after shots make the change easy to see and the mix of story and tutorial makes the ad feel both relatable and useful. Plus the edits are clean, and the product visuals feel integrated rather than forced.
Ad link: Watch on TikTok
Instead of the usual female-led beauty unboxing, this ad flips the script. A man opens the advent calendar, giving first impressions on each product. His reactions add humour, and the background commentary from his partner makes it feel even more authentic.
Ad link: Watch on TikTok
This ad captures a full in-store grooming experience framed as a festive glow-up for dogs. From the pampering process to showcasing products on shelves, the video creates a story that blends lifestyle and retail. The setting feels authentic — real pets, real reactions — with Christmas styling adding warmth. It’s not just about selling one item, but an experience tied to the brand.
Ad link: Watch on TikTok
The ad follows a dog on a store visit, but instead of a human perspective, the voiceover is edited so the dog narrates. The humour comes from the pet’s personality being exaggerated — excited, curious, funny. This makes the whole clip feel like entertainment, with the products and setting naturally integrated into the storyline.
Ad link: Watch on TikTok
This ad is stripped back to basics: a dog unboxes a toy, plays with it, and the owner films POV shots of the app that controls it. No dialogue, no distractions, just product-in-use footage that shows exactly how the toy works. It feels natural — the dog’s excitement sells the product more than any script could.
Ad link: Watch on TikTok
The ad starts with a pile of delivery boxes outside, framed from the dog’s POV. A playful voiceover makes it seem like the dog ordered them, and the unboxing reveals toys inside. It’s lighthearted and full of personality, giving a story to what could’ve just been a basic product shot.
Ad link: Watch on TikTok
Three cats meow dramatically at each other while on-screen captions translate their “conversation.” The exchange builds tension like a soap opera — until the solution to their problem is revealed. The added music heightens the drama, making the whole piece playful and over the top in the best way. Even if you weren’t looking for pet products, you’d probably watch until the end just for the humour.
Ad link: Watch on TikTok
This ad is filmed as an in-store walkthrough, showing different products matched to different types of people. It’s not flashy — just a creator casually exploring the aisles, pointing out options for gamers, music fans, or home office setups. The format feels practical and digestible, like a friend giving you a mini shopping tour.
Ad link: Watch on TikTok
The video starts with a storytelling hook: “I almost didn’t get anything for Christmas this year.” It then rewinds to a conversation with her dad, who admits he doesn’t know what to buy her. From there, she demonstrates the GoWish app, showing how easy it is to share and pick gifts. A full screenshare makes the product feel transparent, while her dad’s reactions add authenticity.
Ad link: Watch on TikTok
This ad captures a mother showing her kids a personalised Santa Claus video on her iPad. The children’s reactions — excitement, surprise, joy — are the focus, with a side-by-side screen so viewers can also see what they’re watching. The mum explains the app briefly, but the kids’ authentic responses are what carry the story.
Ad link: Watch on TikTok
This ad feels like a friend giving you a recommendation, not a brand pushing a sale. It starts with the creator waving at the camera on a train (very casual and personable) before cutting to her at home showing how Printify works on her iPad. She explains how much she can save while walking through the app in real time. The mix of “here’s my day” and “here’s how this works” makes it easy to trust and even easier to understand.
Ad link: Watch on TikTok
In this ad, the creator uses a green screen effect with her talking in front of a collage of product shots. It doubles as a gift guide, with each product displayed clearly behind her while she explains how it’s useful. The focus is on WFH-friendly items, making it relatable for anyone working remotely during the holidays.
Ad link: Watch on TikTok
This ad is framed like a personal story: a creator explains why she bought her Gen-Z sister a food sensitivity test for Christmas. Instead of going broad, she narrows in on something highly specific — her sister always has stomach issues, and this could actually help. That makes it feel thoughtful and practical at the same time. The gift isn’t wrapped in hype or glamour but in care and utility. By showing herself wrapping it beautifully, she anchors the health-focused product in a seasonal context, softening what could otherwise feel clinical.
Ad link: Watch on TikTok
Here, the daughter asks her 46-year-old mum what she wants for Christmas — and she answers simply: collagen. That relatable exchange sets the tone for the rest of the ad. It then flows into a skincare routine they do together, turning the product into a shared experience. The mum drops a collagen fact in along the way, so it doesn’t just feel cute but also educational. What could have been a straightforward product demo becomes a slice of family life that viewers can see themselves in, which is exactly what makes it land.
Ad link: Watch on TikTok
JS Health takes an unconventional approach: vitamins and supplements are often marketed with sleek graphics and clinical claims, but here the ad feels like street theatre. It opens with an elevator door and the Pink Panther feel soundtrack, already creating intrigue. Then we see oversized newspapers designed with the Black Friday offer, being read by people in public. The props are so large they obscure the readers’ faces, which makes the scene funny, mysterious, and memorable. Blending spectacle with humour, makes something as functional as vitamins feel culturally relevant and it can work for any niche!
Ad link: Watch on TikTok
This ad is pure energy. It’s a try-on haul set to music, with the creator dancing through outfit changes. The styling isn’t static; the clothes are shown in motion, which communicates fit and flexibility better than any still shot. More importantly, the creator’s personality shines — they’re clearly having fun, which transfers to the viewer. Instead of selling clothes, the ad sells confidence and excitement, which is exactly what customers buy into when picking activewear.
Ad link: Watch on TikTok
What makes this ad special is its subtlety. It starts as a gym story: a creator recalls a stranger once helping her with a workout. Later, she sees the same person again and surprises them with a MyProtein gift. The whole exchange feels natural, almost like a hidden-camera moment rather than an ad. In a category that often leans on hardcore fitness messaging, this softer, more human approach makes supplements feel like something you share with friends, not just something you buy for yourself.
Ad link: Watch on TikTok
This ad takes Tesco into an elevated space. Instead of showing simple supermarket shopping, the products are styled in a luxury Christmas event setting. Beautifully plated food, chic styling, and warm lighting make the spread look like something from a lifestyle magazine — yet it’s all achievable with Tesco products. That’s the magic: reframing affordability as aspirational without losing accessibility.
Ad link: Watch on TikTok
This ad thrives on humour and public reaction. A creator offers people falafel in the street but frames it with cheeky innuendo (“put my balls in your mouth”). The line is harmless yet funny, and the public’s innocent reactions make it even better. Instead of just showing food, it creates a memorable social moment tied directly to the product.
Ad link: Watch on TikTok
This ad is built on warmth. A granddaughter takes her grandmother Christmas shopping, and we see their dynamic from the car ride to the aisles of Waitrose. They tick off lists, react to products, and share little moments of temptation along the way. The ad feels less like marketing and more like a short film about a family tradition, which makes the brand’s presence feel natural.
Ad link: Watch on TikTok
This ad is intimate and educational at the same time. A creator does a wine tasting but with alcohol-free wine, explaining the taste and texture as if you were right there with her. It feels casual, approachable, and personal — the kind of thing you’d see in a FaceTime call with a friend or even better, at a wine tasting event. That’s what makes it effective: it’s not about flashy editing, just trust and relatability.
Ad link: Watch on TikTok
This ad reframes Christmas from family-only to friendship-first. The creator preps a “friendmas” event at home, using Waitrose food and products. We see table settings, product close-ups, and a cosy atmosphere that makes it feel both aspirational and achievable. By positioning Waitrose as the partner for hosting friends, the ad embraces a cultural trend while showing the versatility of its range.
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Q4 creative doesn’t need to be louder, flashier, or more complicated. It just needs to feel human. These examples show how creators help brands stay relevant, build trust quickly, and guide people from scroll to checkout without it feeling forced.
For teams running holiday campaigns, the lesson is clear: stop treating UGC as an “extra” and start treating it as the core of your ad strategy. Creator content works because it feels closer to the way people naturally share, shop, and talk online.
So as you plan your next wave of campaigns (Black Friday, Christmas, or beyond) take inspiration from these videos. Use creators not just to showcase your products, but to tell stories that your audience wants to watch. That’s where the performance is hiding.
Twirl is your go-to partner for UGC. Whether you're a brand, agency or a UGC creator, we bring together 5000+ talented creators to produce authentic, scroll-stopping content for ads, websites, emails, and social channels.