The brief was to launch Twitter’s new Conversation Settings which allow you to choose who can reply to your tweets. In other words, you decide who is part of the conversation and can avoid unnecessary interruptions.

When it comes to unwanted interruptions, there's no one better to explain the new feature than Robert Kelly. Best known as “BBC Dad”, the professor became a global hit in 2017 when his two children gatecrashed a BBC UK live interview he was doing.

We invited him to star in our social film, in which as he’s explaining the new Twitter tool, his children enter the room just as they did the first time round. Suddenly, more and more characters do the same, representing the kind of interruptions that your tweet can suffer from.

Every day, it becomes harder and harder to grab people’s attention, especially online. But when you have one of the best-known memes of all time on your side, you already have an advantage. Our target audience was Twitter users, and we knew that they would instantly connect by working with the "BBC Dad". The approach was the best possible for Twitter’s tuned-in audience.

The film was launched on Twitter’s UK profile and had more than 13 million online views. It is still online since November 17th, 2020.

Robert Kelly went viral again, but this time on purpose. The video was launched on the Twitter UK account and became a hit in 20 countries, with more than 13 million views in just one week.