TikTokers are pranking their parents with phony, NSFW commercials for Old Navy and Kohl's—and other brands want in on the action

• Fake, lewd commercials for Old Navy and Kohl's are going viral on TikTok.
• Amid ostensible brand safety concerns, some companies seem amused by the trend.
• TikTokers are also pranking their parents with the vulgar ads, who look on in quiet disgust.

TikTok, a company whose business is ad-supported, also happens to be a place where creators frequently discuss making them.

Director Grace Wells, for instance, rocketed to professional renown for creating fake commercials about household objects, while UGC—or user-generated content purchased by brands—has turned into a viable source of income for many influencers.

A recent trend, however, tests the limits of brand safety. It sees creators pranking their parents with fake NSFW ads for big-box retail chains like Old Navy and Kohl's. The commercials contain lewd language—urging listeners, for instance, to "Pop your p-ssy and shake your ass this summer at Old Navy," as Dua Lipa's "Levitating" blasts in the background. 

The format is the brainchild of TikTok user Periodpad, who has used a voice filter to create fake commercials for a number of retailers, including Ulta and TJ Maxx.

Surprisingly, brands don't seem all that spooked by the spoofs. 

"Not the Dula Peep soundtrack," Old Navy wrote in the comments section of Periodpad's video, which has beenoverwards of 19 million times. Old Navy did not immediately respond to Insider's request for comment.

And others want in on the action. "Do us next," wrote resort chain Great Wolf Lodge. Menswear brand Untuckit commented, "Us anxiously refreshing this app waiting for our newest commercial."

Given their hyperrealistic polish, the ads have also spawned a separate trend, where TikTokers prank their parents with a new Kohl's commercial.

"Bust out your p-ssy this summer at Kohl's," the audio goes, as parents are filmed looking on in quiet outrage or utter horror. "Take 50% off on all spring items, and shake that ass for some Kohl's Cash."

Kohl's did not immediately respond to Insider's request for comment.

"The P-word always makes adults jump," wrote TikToker JustinFukoo—alluding to a comparable trend several years ago where TikTokers played Cardi B and Megan Thee Stallion's "WAP" for their scandalized elders.