By Mark Hird

The clever marketing tactic, which appears to have originated earlier this year in Brazil, is delighting TikTok users and generating millions of views for both big box retailers and small businesses. This story is part of Tik-Talks, The Drum’s special content series developed in partnership with online social media insight and trend-spotting platform Shooglebox.

Retailers and other businesses are picking up on a fast-growing TikTok marketing trend in which viral video clips of accidents and mishaps are used to hook viewers before cutting to an unexpected sales message from a store employee.