Twitter Debuts 'Moments' TV Ad, Confuses Viewers
If You Don't Get It, New Spot Probably Won't Help, Observers Say
Description
During the World Series opener this week, Twitter debuted its first television campaign. It introduces its new "Moments" feature, meant to curate (and slow down) its onslaught of information for followers into easily digestible subjects. But it looks like it left a lot of viewers confused.
The first spot in the campaign, "Post-Season," was everything but "digestible," displaying frenetic scene after scene of baseball-related tweets and imagery.
Created out of TBWA/Chiat/Day, the ad begins what according to the Verge is a major marketing push from Twitter to attract new users. The agency says more ads will be rolling out in the coming weeks. Back in 2012, Twitter had released a one-off ad that aired on TNT during its NASCAR coverage.
Outlets from BBC to Engadget reported on how confusing the "Post-Season" spot was, especially given the audience of sports fans, who may not exactly be the most avid users of the platform.
Engadget's Richard Lawler, for example, wrote, "I felt more confused than ever about Twitter's purpose after watching the 30-second spot, but maybe the intended audience will have a different reaction."
Re/Code's Kurt Wagner explained it might be fine for Twitter vets used to streams of ever-changing content, but for newbies, or the audience the commercial likely targeted, "you probably had no idea what was going on."
Meanwhile, Berlin School of Creative Leadership digital entrepreneur George Nimeh told the BBC, "I think Twitter's fundamental problem is they've never been able to very simply and succinctly explain to people who are not familiar with Twitter what it is -- and this particular ad this commercial does nothing to help."
Credits
- Date
- Oct 28, 2015
- Brand :
- Client :
- Agency :
- TBWA/Chiat/Day
- Chief Creative Officer :
- Stephen Butler
- Creative Director :
- Chris Ribeiro
- Creative Director :
- Drew Stalker
- Senior Art Director :
- Mariota Essery
- Senior Art Director :
- Parker Grant
- Senior Copywriter :
- Angie Ogburn
- Art Director :
- Dustin Locke
- Copywriter :
- Ryan Siepert
- Chief Production Officer :
- Tanya LeSieur
- Director, Production :
- Peter Bassett
- Executive Producer :
- Anh-Thu Le
- Associate Producer :
- Nathan Pardee
- Managing Director :
- Peter Bracegirdle
- Brand Director :
- Laura Stayt
- Brand Director :
- David McKenzie
- Brand Manager :
- Kristin Obi
- Associate Brand Manager :
- Louise Hunter
- Account Group Assistant :
- Sean Daly
- Global Chief Strategy Officer :
- Nick Barham
- Director, Digital Strategy :
- Rohit Thawani
- Digital Strategist :
- Lauren Maddox
- Junior Planner :
- Christian Stewart
- Business Affairs Director :
- Linda Daubson
- Business Affairs Manager :
- Stefanie McCall
- Business Affairs Manager :
- Dorn Reppert
- Talent Manager :
- Ryan Lizama
- Director, Traffic Operations :
- Dessiah Maxwell
- Traffic Operations Coordinator :
- Jarim Lynn
- Executive Creative Director/Director/Partner :
- Brien Holman
- Executive Creative Director/Partner :
- Jayson Whitmore
- Executive Producer/Managing Director/Partner :
- Jennifer Lucero
- Executive Producer :
- Chris Volckmann
- Creative Director :
- Andy Lyon
- Art Director/Designer :
- Juliet Park
- Designer :
- Angie Son
- Designer :
- Chris Murray
- Designer :
- Tyler Morgan
- Designer :
- Mike Humphrey
- 2D Animator :
- Kevin Tonkin
- 2D Animator :
- Tyler Morgan
- 2D Animator :
- Mike Humphrey
- 2D Animator :
- Patrick Clark
- 2D Animator :
- Ryan Summers
- 2D Animator :
- Cameron Linderman
- 2D Animator :
- Raymond McMaster
- Editor :
- Ryan Frey
- Editor :
- Kenny Breit
- Assistant Editor :
- Jake Hostetter
- Assistant Editor :
- Seth Wessel-Estes
- Head of Production :
- Melissa Johnson
- Producer :
- Karla Fay Sylvester
- Production Coordinator :
- Isaac Ruth
- Production Company :
- The Mill
- Colorist :
- Nick Sanders
- Executive Producer of Color :
- Thatcher Peterson
- Color Producer :
- Ali Struck
- Production Coordinator of Color :
- Diane Valera
- 2D Lead Artist :
- Alex Candlish
- Visual Effects Producer :
- Daniel Midgley
- Visual Effects Coordinator :
- Jackson Rogers
- Music :
- Candi Staton
- Music Supervisor :
- Good Ear Music Supervision
- Music Company :
- Formosa Group
- Mixer :
- John Bolen
- Assistant Mixer :
- Hermann Thumann
- Executive Producer :
- Lauren Cascio
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