Twitter's latest ads move on from explaining what the service is and why you should use it, to targeting the rookie users--those who don't actually understand how it works.
British comedian Romesh Ranganathan is the star of two new digital spots, created in-house and directed by Peter Atencio at Gifted Youth. They attempt to explain to new users basics on how to sign up and explore the service. In one, Ranganathan arrives at what looks like a crime scene with a Twitter-branded megaphone, to come to the aid of a user who who is struggling with selecting a Twitter handle (he's called Kenny G and surprise, that name is already taken) and in deciding who to follow. The spot--with a cameo from NBA player Lonzo Ball--walks the viewer through how they can sign up and select who to follow.
A second spot sees Ranganathan join another confused Twitter rookie, a guy called Julio who jogs in business attire. As Ranganathan rides atop a hoverboard, he explains how to explore Twitter; basketball star Candace Parker, among others, puts in a cameo appearance in that one.(Ranganathan's sarcastic British wisecracks provide an interesting juxtaposition with the otherwise American-ness of the spots: perhaps reflective of the fact they're running in the U.S., UK, and Canada.)
Both ads end with the tagline "Let's Go Twitter." That's also the name of a new page Twitter has created to reflect its new voice and make it clearer how to get started. It's also updating its about.twitter.com page.