Creative Disruption

The Origin Story of the Little Lad Who Loves Berries and Cream

How a 2007 Starburst ad's strategic embrace of creator culture made it a 2021 TikTok viral sensation

An adult dressed as a child in a lace collar poses mid-dance
Starburst's "Little Lad" has inspired a wave of TikTok videos viewed more than 350 million times.Starburst
By David Griner

September 16, 2021

If you’ve opened TikTok in the past few weeks, there’s a high probability that you’ve heard—and perhaps even seen—a little lad who loves berries and cream.

David Griner

David Griner is Adweek's international editor and host of the Adweek podcast, "Yeah, That's Probably an Ad."

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