‘Gamechanger’ or ‘chaotic’? Twitter’s new TV ad leaves people confused

To promote its flashy new Moments feature, Twitter went old school.

Last night, Twitter debuted its second-ever TV commercial during Game 1 of the World Series in an attempt to get people excited to use its recently unveiled chaos-taming tool. Weird and loud, the 30-second spot showcases trending moments during the Major League Baseball playoffs through tweets and memes.

Reactions to the spot were decidedly mixed. One user called it “incomprehensible” while another commented hesitantly that it’s “strangely re-watchable.” Here’s what people on Twitter thought about Twitter’s ad:

Obviously, the ad isn’t intended for people who spend all day on Twitter transcribing their thoughts. The ultimate goal, as Twitter’s CFO Anthony Noto told the Verge, is to attract new users by “using their interests as hooks, rather than Twitter itself as the hook.”

Twitter could use all the help it can get after yesterday’s dismal earnings call revealed that growth has virtually stalled in the U.S. for the past year. CEO Jack Dorsey said Moments was part of his turnaround plan, saying that it “represents a real shift in our thinking.”

The ad was designed by TBWA\Chiat\Day, the agency behind Apple’s iconic “1984,” which is credited with helping turn the company around. While it’s miles ahead of Twitter’s first boring 2012 TV ad that focused on NASCAR, last night’s ad didn’t appear to have the intended impact.

A TBWA\Chiat\Day spokeswoman told Digiday that more commercials, both on TV and online, are rolling out in the “weeks to come” with a second online-0nly spot debuting tomorrow.

https://digiday.com/?p=143297

More in Marketing

Ikea launched an AI assistant earlier this year. Has it actually driven sales?

Three months on, the retailer’s data chief explains how it’s measuring the impact of its AI assistant.

The header image features an illustration of a woman holding up a circular product in a social media post.

Marketing Briefing: Brands collaborate on influencer marketing with an eye on ‘community infiltration,’ finding fee savings

Marketers are increasingly recognizing the benefit of collaborating with other brands on influencer marketing efforts and are anecdotally more keen to do so this year, according to five influencer marketing executives.

Making sense of the allegations and defenses in the Colossus ad tech controversy

What seemed like a clear case of an ad tech vendor being shady is actually a lot more layered.