Rory Sutherland is reaching for an analogy to describe his newfound status as one of the UK’s most viral TikTokers. “It’s a bit like Lord Byron, I woke up and found myself famous.” That he conjures up the name of a 19th-century romantic poet tells you a lot: Sutherland is not your average social media influencer. In fact, on an app flooded with toned, tanned and shiny-toothed twentysomething content creators, he stands out as one of the most unlikely TikTok sensations of the day. A 58-year-old Cambridge graduate and advertising executive, Sutherland shares old-school tricks of the marketing trade, which