Reddit reminds the internet that people are still the best part of being online

Reddit has launched a new brand campaign, “People are the best,” celebrating the authenticity, humour and human connection that shape conversations across its communities.

The campaign, developed in partnership with creative agency Mischief, launched on 29 June and will initially run in New York City and Chicago across TV, streaming, out-of-home and social channels. Reddit said the campaign will expand into additional US markets in the coming months.

At a time when online audiences are increasingly questioning what is real, Reddit is positioning itself as a place for honest conversations, real opinions and lived experiences. According to Reddit, the work is intended to remind audiences that while technology continues to evolve, the human spark behind online communities remains irreplaceable.

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Central to the campaign are three 30-second ads that highlights the “raw, unfiltered” exchanges that happen daily across Reddit communities, with a focus on beauty, TV and soccer as examples of the platform’s wide range of passionate user groups.

The beauty spot celebrates Reddit’s beauty enthusiasts, spotlighting honest product reviews, practical makeup advice and what Reddit describes as “boots-on-ground journalism” from people who have actually tried the products they discuss.

The TV ad focuses on Reddit’s entertainment communities, where fans gather for plot breakdowns, recommendations, deep dives and ongoing conversations that continue long after an episode ends.

The soccer spot highlights the energy of Reddit’s soccer communities, from real-time reactions and match commentary to tactical analysis and shared fandom that turns games into collective watch parties.

“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.”

Meanwhile, Greg Hahn, co-founder and chief creative officer at Mischief, said the campaign reflects Reddit’s role as a home for community-driven connection.

“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,” Hahn said.

“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," he added. 

The brand campaign lands as Reddit is also pushing deeper into retail performance marketing, expanding the ways advertisers can connect community-led discovery with commerce outcomes. Reddit recently rolled out its Shopify integration globally, allowing merchants to automatically sync product catalogues into Reddit Dynamic Product Ads, with images, pricing, descriptions and inventory levels updated in real time. The integration also includes a codeless Reddit Pixel setup and a simplified authorisation flow linking Reddit Ads accounts to Shopify storefronts.

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