Highsnobiety

Yesterday, Former President Barack Obama took his "cool dad" brand to a whole new level when he made his TikTok debut in the viral Pass the Book challenge.

Obama featured in a post from publishing imprint Penguin Teen to promote his memoir, A Promised Land. "This book expresses the incredible hope I have in you. Take this and pass it on," he said in the clip before "passing" his book to the next person. Several TikTok users have already taken it upon themselves to duet his clip, which involves continuing the motion and grabbing the book.

Barry has been doing the most on social media for his new book. Taking to Twitter recently to explain, "My goal was to give you some insight into the events and people that shaped me during the early years of my presidency. Most of all, I hope it inspires you to see yourself playing a role in shaping a better world."

The TikTok video comes after Obama released a playlist to accompany the book, including a wide range of genres and artists, from Aretha Franklin, B.B. King, and Bob Dylan to Beyoncé, JAY-Z, and Eminem.

You can check out Obama's TikTok below and join the challenge below. @penguin_teenTake this, and pass it on ##PassTheBook ##PassAPromisedLand ##BarackObama ##PresidentObama ##APromisedLand ##Booktok ##fyp♬ original sound - Penguin Teen

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