The TikTok Ad Awards 2025 | UK Shortlist

TikTok is where creativity rules, bold ideas win hearts and innovative campaigns set the standard for engagement and performance. The TikTok Ad Awards are back for a fourth year to shine a spotlight on the brands daring enough to push boundaries - campaigns that entertained the community, captured imaginations, and delivered real-world results.

After a rigorous judging process with senior industry leaders and experts, we're thrilled to reveal the UK shortlist. Keep reading to see which brands are in the running for the ultimate TikTok honours!

Greatest Branding

This award celebrates standout branding campaigns that combined bold, TikTok-first creative with innovative strategies to drive impact and awareness.

And the Greatest Branding shortlist is:

• BBC (#1) | Havas Media

• TUI | Leo Burnett

• Sony Pictures | MG OMD

• Asda | Spark Foundry

• BBC (#2) | Havas Media

• Premier Inn

• Barclays | OMD | Born Social

• Vaseline | Mindshare UK

• Bloo | Gen-UP GmbH

• JDE - Kenco | Havas Media

Greatest Performance

Spotlighting the campaigns that delivered exceptional lower-funnel results, this category rewards creativity and strategy that turned inspiration into measurable action.

And the Greatest Performance shortlist is:

• Reading and Leeds Festival | Mustard Media

• Home of Brands | IF. Agency

• Ocado | Havas Media

• Premier Inn

• The Sims (Electronic Arts) | Whalar UK

• Experian | Jellyfish

• Designer Parfums | Brainlabs Digital

• Revlon Cosmetics | Dentsu

• Supremacy: World War 3 | Twin Harbour Interactive

• American Express | UM | Shook Digital

Greatest Creative

This award recognises a brand’s overall creative excellence on TikTok, from clever paid and organic execution to campaigns that resonated across the platform.

And the Greatest Creative shortlist is:

• Bloo | Gen-UP GmbH

• Irn-Bru | the7stars | Leith

• Activision | Brainlabs

• Cheetos | DEPT

• Waitrose & Partners | Wonderhood Studios / Makers

• Lidl GB | Coolr | OMD

• German Doner Kebab | Goodstuff | Goodsocial

• Home of Brands | IF. Agency

• Panasonic | Digital Voices

• Sweatcoin | Kurve Marketing

Greatest Impact

Celebrating campaigns that harnessed the power of TikTok for good, this award shines a light on creativity with purpose, maximising engagement and social impact.

And the Greatest Impact shortlist is:

• Pedigree | Brainlabs | ALMAP BBDO

• Naturewatch Foundation

• John Lewis | MG OMD

• Old El Paso (General Mills) | Digital Voices

• DREAMIES | Brainlabs

• Cheez-It | Dentsu | Leo Burnett | Carat

• Asda | Spark Foundry

• Reading and Leeds Festival | Mustard Media

• Women's Pro Game | Threepipe Reply | Anomaly

• Garnier | Publicis Media | OneL'Oréal

Greatest TikTok

Submissions across Greatest Creative, Greatest Branding and Greatest Performance will be automatically considered for the overall top prize of Greatest TikTok. Greatest TikTok is awarded to the best overall campaign: the campaign that harnessed the creativity of the platform with innovative, TikTok-first ideas, driving further impact through the clever use of ad products to deliver standout results.

We can't wait for the awards ceremony on 13th November in London, where our top-class UK jury will crown the winners of the TikTok Ad Awards 2025.

Congratulations and good luck to the shortlisted entries! See you in November!