The short-video app’s 30-second spot, featuring Edmonton’s James Jones (NotoriusCree) as well as Toronto’s Boman Martinez-Reid (Bomanizer) and Samantha and Madeleine Caleon (CaleonTwins), will first run on TSN during Game 5 of the Miami Heat-Los Angeles Lakers NBA finals. The campaign also includes radio, online display, and out-of-home locations. Elle Canada editor-in-chief Vanessa Craft is joining TikTok as director of content partnerships for Canada, to lead the company’s work with its most-followed users. (The Logic)

Talking point: The company launched a campaign with the same “It Starts on TikTok” theme in the U.S. in August. The Canadian marketing efforts, the budget for which the firm declined to disclose, come as the app continues to be the subject of geopolitical and corporate disputes across the border. On Thursday, the Justice Department appealed a court stay of a ban on American companies including TikTok in their app stores. Craft’s hiring fits with TikTok’s wider attempts to engage its creators and help them monetize. It’s tested in-video shopping buttons linked to Shopify stores, and in July launched a US$200-million fund to pay popular users to make videos. The program is not yet available to Canadian creators, TikTok’s country general manager Daniel Habashi told The Logic.