Reddit Launches “People Are The Best,” a New Campaign Celebrating Human Connection

Today, Reddit launched "People Are The Best," a new brand campaign celebrating the undeniable magic of raw, unfiltered human connection. Kicking off in New York and Chicago, the campaign shines a spotlight on the brilliant, unexpected, and wonderfully real conversations thriving every single day in Reddit communities. In an online world where nobody knows what is real anymore, Reddit reminds us how refreshing it is to have authentic conversations about real experiences and real opinions with real people.

Developed in partnership with the award-winning creative agency Mischief, the campaign zeroes in on beauty, TV, and soccer as examples of the thousands of communities that bring Reddit's irreverent, fun, and authentically human experience to life. These communities have long resonated with millions of people daily, and they continue to grow as more people join the conversation. The campaign is a celebration of the millions of people who show up every day to make those spaces into the lively communities they are today.

"Reddit has always stood apart for the candor, depth, and personality you find in its communities," said Jim Squires, Reddit's CMO. "At a moment when people are craving something more real online, there's no better place to find it than in a Reddit thread. 'People Are the Best' is our way of celebrating the hundreds of millions who show up every day to keep the internet human."

The initial run in New York City and Chicago will include TV, streaming, and out-of-home and social ads, with plans to expand to additional U.S. markets in the coming months.

"At its core, Reddit has always been about a different kind of connection-people may come for a shared interest, but they stay for the humanity they find along the way," said Greg Hahn, co-founder and CCO at Mischief."So much of the internet feels disconnected from real life now, and Reddit is a place where people can learn from others' life experiences, and feel part of something bigger than themselves. This campaign is our way of showing that Reddit communities and human connections are worth coming back for."

:30 Beauty Ad:

Shining a light on the well-informed beauty aficionados on Reddit, it captures the "boots-on-ground journalism", the honest product reviews, and the genuine makeup tips from everyday people who have actually used it. To all of the people in the Reddit beauty communities, we recognize your work.

:30 TV Ad:

Aimed at TV lovers, this ad highlights the deep dives, the wild plot twist breakdowns, and the relatable recommendations that can be found in Reddit's TV communities. These communities are where fandom is born and where it thrives well beyond the last episode. To all of the people in the Reddit TV communities, we thank you for keeping the conversation going.

:30 Soccer Ad:

Geared towards lifelong soccer fans and casual viewers, we're showcasing the camaraderie, the real-time play-by-plays, and the deep tactical breakdowns that keep Reddit soccer communities alive. To all of the people in Reddit's soccer communities, we want to give you a shoutout for turning every 90-minute game into a fun watch party with friends.

At the end of the day, that messy, brilliant, authentic back-and-forth is what makes Reddit great-and it's a solid reminder that no matter how much tech evolves, you just can't replace the human spark, people truly are the BEST.