Back in 2017, social media went wild over a viral clip of Robert Kelly, a professor of political science based in South Korea, when his two small children interrupted him giving an interview on BBC News. Now, Twitter has persuaded Kelly to star in a video ad for the brand, in which his kids, now a little older, barrel into the room again, swiftly followed by his wife.

The ad, created via David Madrid, is an explainer for Twitter's new conversations settings feature for brands. The link to Kelly is that this functionality can help "keep out the noisemakers." After his family storms in once again, Kelly gets interrupted by a robot vacuum cleaner and a whole crew of random strangers, representing "the entire internet," variously taking selfies and holding up signs saying the earth is flat. The campaign will run on social and digital for six months.

The clip was shot in Busan, South Korea, where Kelly and his wife, Jung-a Kim, live with their two children Marion and James, in a remote global production effort that included director Diego Nuñez Irigoyan in Buenos Aires, David in Madrid, and Twitter in London and Dublin.

“As soon as David shared the idea with us, we knew it was the one we wanted to execute—an idea that would resonate with advertisers and agencies," said Carlos Cantu, director of business marketing for Twitter EMEA in a statement.  "It was not an easy process but every obstacle we faced only confirmed us that the idea was worth it."

"Robert Kelly’s interruption is one of the most iconic and viral videos of the last years," added David Madrid Executive Creative Director André Toledo. "This makes him the perfect person to talk about the importance of choosing who can join your conversation.”