Twitter Debuts 'Moments' TV Ad, Confuses Viewers

If You Don't Get It, New Spot Probably Won't Help, Observers Say

Published On
Oct 28, 2015

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:
Twitter
Client:
Twitter
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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Project Type