The campaign promoting recent changes to Twitter will launch tonight at midnight along with the first cinema screenings of Star Wars: The Last Jedi. Two ads will air in the UK, US and Canada throughout the month.
The first spot mimics a crisis situation by showing a frantic man struggling with Twitter while a crowd and policemen gather outside his house. Ranganathan shows up and gives him guidance through a bullhorn.
In the second video, a man in business attire is running down a road desperately trying to use Twitter’s app until Ranganathan appears at his side on a segway. A crowd including NBA player Candace Parker gathers behind them until the man’s confusion is resolved.
The campaign was filmed in Los Angeles earlier this year and will run in UK cinemas, video-on-demand, and in Channel 4 ad slots during 8 out of 10 Cats and The Big Fat Quiz Christmas specials.
"I spend an inordinate amount of time following my interests on Twitter, so I thought it would be good to help other people use it to follow things they’re into that aren’t as good as the things I’m into," Ranganathan said.
The ads were made in-house by Twitter’s creative team, with copywriting by Sam Dolphin. Peter Atencio directed the films through Gifted Youth, and PHD handled media planning and buying.
Twitter’s EMEA director of marketing Niamh O’Reilly said: "It’s fantastic to have a UK comedian like Romesh at the heart of a campaign that I’m sure will bring a smile to the faces of current users as well as those who may have tried Twitter in the past but not realised how much we’ve changed recently. 2017’s seen continued growth for Twitter and this campaign really reflects that confidence."