Twitter's latest TV ad sees Chance the Rapper take to the platform to consult his followers about song requests ahead of a live concert.
The spot, created and produced in-house with Hustle embedded as an extension of the creative team, shows fans of all kinds joining the conversation to discuss the merits of his various tracks -- they range from cool young kids to a thirtysomething woman in a nail bar. David Crosby of The Byrds and Crosby, Stills & Nash, also gets in on the act in a cameo, trolling Chance with comments about modern music. And, true to Twitter, not all the feedback is positive: one commenter calls Chance "overhyped."
The campaign launched at Cannes, where Twitter yesterday won the Outdoor Grand Prix for its billboard campaigns. In the next few weeks, the platform will also be launching films showing every side of sports and news. The brand is also running a new TV ad in Japan that contextualizes "what's happening" and the power of seeing multiple perspectives from the 40 million who use Twitter in Japan.
Hustle's creative and strategy team worked directly with the Twitter #Studio team on the campaign strategy, messsaging and scripts.
In a blog post, Twitter said the campaign was inspired by its recent redesign, as it had been talking to fans about what they loved about the platform: "What they said was powerful: Twitter lets me see what's happening from every point of view, all perspectives, every side. Whether it be music, sports, news or entertainment, being able to see every side of a topic, makes Twitter unlike any other platform or service in the world."