Robert Kelly went from respected global policy pundit to internet sensation overnight in 2017, when his live interview with BBC News was charmingly derailed by his young children. Long before Zoom call interruptions were a common workplace occurrence, his brief moment of awkwardness seemed fascinatingly novel.
Kelly, a professor based in South Korea, has remained a frequent face on international broadcasts, thanks to his insights on policy rather than his meme-famous family. But now he’s returned to the moment that made him a star of internet culture by starring in an ad for Twitter’s conversational control tools.
Created by agency David Madrid for Twitter EMEA, the spot (as one would hope) features the return of his children to his remote studio, followed again by his wife, Jung-a Kim. But then a litany of other interruptions emerge as he explains how to keep your brand or personal conversations on Twitter from getting hijacked by uninvited guests.
On Twitter itself, the platform’s U.K. marketing team used the limited-reply feature promoted in the ad to host a Q&A with Kelly, who talked about the experience of becoming a viral sensation.
“As soon as David (Madrid, Twitter’s agency) shared the idea with us, we knew it was the one we wanted to execute, an idea that would resonate with advertisers and agencies,” said Carlos Cantu, director of business marketing for Twitter EMEA. “It was not an easy process, but every obstacle we faced only confirmed us that the idea was worth it.”
The ad was filmed at Kelly’s home in Busan, with director Diego Nuñez Irigoyan overseeing the shoot from Buenos Aires, while the agency monitored from Madrid and Twitter teams joined from London and Ireland.
Here’s a look back at Kelly’s original viral moment, followed by credits for the spot:
Agency: David Madrid
Global CCO & Partner: Pancho Cassis
Global COO: Sylvia Panico
Executive Creative Director: Saulo Rocha, André Toledo
Creative Director: Fred Bosch
Copywriter: Guilherme Pinheiro, Jaime Ludeña, Maud McCaffrey, Jonathan Vingiano
Art Director: Pedro Sattin, Francesc Enrich
Group Account Director: María García Herranz
Account Manager: Irene León, Adriana González
Head of Production: Alejandro Falduti
Director of Business Marketing: Carlos Cantú
Head of Editorial: Gordon Macmillan
Content Marketing Manager: Brian McDonald
Content Strategy: Ciara Brady
Marketing Operations – Business Affairs: Allan Días
Director: Diego Nuñez Irigoyen
Executive Producer: Inés Segura
DOP: Kim Jung Sik
Editor: Andrés Boero