People Are the Best

Reddit has launched its first-ever US brand campaign, ‘People Are the Best’, marking the platform’s first campaign under new CMO Jim Squires, who stepped into the role earlier this year. Created by Mischief, the campaign debuted in New York and Chicago and celebrates the brilliant, unexpected and deeply human conversations that take place across Reddit communities every day. The work spans three spots focused on beauty, TV and soccer, all directed by Fiona McGee of Arts & Sciences.

At its heart, the campaign is positioned as a celebration of raw, unfiltered human connection. Reddit says the work highlights the candour, depth and personality that set its communities apart at a time when people are increasingly looking for something more real online. Squires said the campaign is a tribute to the hundreds of millions of people who use Reddit every day to share knowledge, experiences and conversation, helping keep the internet human.

Mischief’s creative approach builds on the idea that while people may arrive on Reddit through a shared interest, they stay for the humanity they find in its communities. The campaign aims to show Reddit as a place where people can learn from others’ experiences and feel part of something bigger than themselves. Its initial run in New York City and Chicago includes TV, streaming, out-of-home and social, with plans to expand to more US markets in the months ahead.