Twitter is leaning on Chance the Rapper to stand out. Today, the microblogging service launched a new campaign at Cannes dubbed #SeeEverySide that aims to show the wide range of content on the site—not all of which is positive.
In the ad, the hip-hop artist sends out a tweet asking his fans for song requests. The responses vary from fans tweeting, “Just do ‘No problems’ on repeat” to David Crosby posting, “How about any songs with real instruments?” The campaign includes TV ads that will run in the next few weeks. Hustle L.A. worked on the spot.
“Chance’s authentic use of Twitter is powerful as is his fandom and the conversation that surrounds him,” Leslie Berland, Twitter’s CMO, said in a blog post. “We spotlight the voices of fans, press, influencers and artists—every side of the conversation—at the speed of Twitter.”
#SeeEverySide is the latest in Twitter’s year-old mission to refine itself while also growing the platform’s user and advertiser base. The campaign also highlights the platform’s role beyond news into music and entertainment.
“Our identity and role in the world today is more relevant than it’s ever been and we wanted to go a step further,” Berland added. “We asked our most passionate customers what they love most about Twitter, what makes Twitter special for them. 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.”