Gen Z and Millennials are pros at swiping past traditional ads at record speed, so we needed to give them a reason to pay attention. Our solution? Partner with TikTok and Instagram creator and rising musical artist Carter Vail.

Maybe it was his viral song about the Dirt Man. Or the one about eating batteries. Carter Vail isn’t your typical food brand partner, but that’s exactly why he was perfect for Silk. He had the humor, charisma and randomness to make any RTB worth stopping mid-scroll for.