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# Collaborative Gen Z Ads
Chipotle's TikTok Timeout Disrupts Traditional Super Bowl Advertising

By Laura McQuarrie | Published 2020-01-30 | Pop Culture
Source: Trend Hunter, https://www.trendhunter.com/trends/tiktok-timeout
References: [prnewswire](https://www.prnewswire.com/news-releases/chipotle-gives-reins-to-biggest-tiktok-creators-to-disrupt-traditional-big-game-advertising-at-every-timeout-300995917.html) & [chipotle](http://www.chipotle.com)

The Super Bowl is known for its highly coveted ad spots but [Chipotle](https://www.trendhunter.com/trends/chipotle-1) is introducing a campaign called TikTok Timeout that introduces content on the app during the commercial breaks following a team timeout. For the campaign, Chipotle is working with a number of popular creators like Brittany Broski and David Dobrik, who will be sharing sponsored content set to Justin Bieber's new song 'Yummy.'

These ads will be competing with traditional [Super Bowl advertisements](https://www.trendhunter.com/trends/angel-soft-super-bowl) on the big screen and fans will be able to find them by searching for the #TikTokTimeout hashtag in the app on Sunday. As Chris Brandt, Chief Marketing Officer, describes, "The [second screen](https://www.trendhunter.com/trends/hutty) is essential to the modern-day football viewing experience for Gen Z."

Image Credit: Chipotle

## Trend Insights (Trend Hunter)

- Score: 6.6/10
- Popularity: 91% | Activity: 99% | Freshness: 9%
- Audience gender: 50% men, 50% women
- Primary generations: Gen Z, Millennial
- Top markets: North America

## Categories

[Trend Hunter](https://www.trendhunter.com/trends) > [Pop Culture](https://www.trendhunter.com/popculture) > [Media](https://www.trendhunter.com/media)

## Key Themes

### What's Driving This Trend

- **Second Screen Advertising:** Using digital platforms like TikTok during commercial breaks to engage viewers and compete with traditional ad spots.
- **Collaborative Influencer Marketing:** Partnering with popular creators to create sponsored content and reach a younger audience.
- **Hashtag Marketing:** Using hashtags like #TikTokTimeout to make sponsored content easily discoverable and engage fans.

### Who This Affects Most

- **Advertising:** Finding innovative ways to disrupt traditional ad spots and engage viewers using digital platforms and influencer marketing.
- **Social Media:** Leveraging popular social media platforms like TikTok to reach a younger audience and promote brands through sponsored content.
- **Music:** Collaborating with popular music artists like Justin Bieber to enhance brand messaging and create memorable advertising experiences.

## Related on Trend Hunter

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- [QSR Gen Z Campaigns](https://www.trendhunter.com/trends/chipotles-snapchat-lens.md)
- [Celebrity-Starring Super Bowl Ads](https://www.trendhunter.com/trends/doja-cat-2.md)
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- [Gen Z Advertising Initiatives](https://www.trendhunter.com/trends/tubi-2.md)
- [Super Bowl Commercial Contests](https://www.trendhunter.com/trends/star-in-a-super-bowl-commercial.md)
- [Digital Staredown Games](https://www.trendhunter.com/trends/second-screen-staredown.md)
- [Super Bowl Drive-Thru Commercials](https://www.trendhunter.com/trends/drivethru-cams.md)