Twitter’s planning director, David Wilding, told Campaign the strategy behind the TV commercials is “all about growing Twitter. There are people who we think could have a great time on [it], but aren’t using [it] yet. It’s not that they don’t know about it, it’s more that it’s not what they think it is.
Lucky General is a new agency – just two years old – but beat out established names including Abbot Mead Vickers BBDO and Bartle Bogle Hegarty for the gig.
Wilding says: “Lucky Generals had a really interesting idea. The way they have thought about our opportunities just really made them stand out in the pitch.”
Twitter’s first TV commercial aired in the US back in 2012, during the Pocono 400 NASCAR race:
We’ll be looking out for the new ad’s arrival on UK television screens soon. It’s good timing as Twitter gears up for the return of Jack Dorsey to the CEO seat, however temporary that might be.
➤ Twitter to embrace power of TV in UK ad campaign [Campaign]