P&G brings the humor of top TikToker Khaby Lame to the US with the Tubi series

Diving certificate:

• Procter & Gamble is backing a new reality series in which Khaby Lame, the world’s most popular TikToker, travels to the United States to explore the best and weirdest aspects of the country’s culture, according to a press release.
• “Khaby Is Coming To America” premiered on June 27 on Tubi, Fox’s ad-supported streaming service. The show was created in partnership with Group Black and was the mission-driven media company’s first foray into production.
• Group Black and P&G share production credits on the miniseries, with P&G using the show to promote brands such as Tide, Crest, Febreze and Bevel. “Khaby Is Coming To America” ​​is part of P&G’s efforts to reach more multicultural consumers through content.

Diving insight:

P&G is leveraging the star power of TikTok’s most-followed account with a new reality show centered around Lame. The improvised series is part of the consumer goods giant’s Widen The Screen initiative, which focuses on amplifying diverse voices, and expands its collaboration with Group Black, a media company focused on inclusivity. Widen the Screen launched in 2021, while Group Black received a nine-figure investment from P&G in 2022.

Khaby Is Coming To America follows Lame, a Senegalese-born Italian content creator, who explores a different U.S. city in each 20-minute episode. Guest stars include Alicia Keys, Jon Baptiste, David Beckham and Steven A. Smith, bridging the gap between conventional celebrities and a new type of media star. P&G and Group Black see a cross-cultural opportunity in bringing Lame’s brand of humor to new viewers in the States.

“At P&G, we are passionate about serving all consumers and finding authentic ways to reach an ever-broader group of multicultural consumers,” said Eric Austin, vice president of global marketing and media innovation at Procter & Gamble, in a statement. “P&G continues to expand the screen for diverse creators to share stories, narratives and experiences.”

“Khaby Is Coming To America” ​​will integrate P&G brands Tide, Crest, Febreze and Bevel and will appear on Tubi, an ad-supported streamer. P&G acquired Bevel, a line of grooming products aimed at men of color, as part of its 2018 acquisition of Walker & Company. Young, diverse viewers make up Tubi’s fastest-growing audience segment, Sam Harowitz, vice president of content acquisition, said in the press release.

Lame’s popularity has skyrocketed in recent years due to his humorous videos, with many responding wordlessly to absurd “lifehack” tutorials (in the new series, he speaks). Although Lame’s formula is simple, he has amassed over 162 million TikTok followers and is one of the top 50 most followed creators on Instagram.

Other brands have also capitalized on Lame’s growing cultural presence. Pepsi hired Lame for an advertising campaign that launched a nitro-infused cola two years ago. Lame also played a key role in State Farm’s marketing around Super Bowl LVII.