Being able to edit tweets on Twitter is a feature that users have been requesting for years but without much success. Twitter’s community desire to have an edit button became so strong that both Jack Dorsey, Elon Musk, and other VITs (Very Important Tweeters) ended up joking about it on their own Twitter handles throughout the years.

In 2022, Product Marketing decided it was finally time to give the people what they wanted. Sort of.

The new Edit Tweet feature was in fact going to be released only on Twitter Blue, the paid subscription service of the app reserved for content creators and heavy tweeters wanting to tap into the full suite of services and features of the platform.

To support this product feature release, we developed a playful campaign that was kicked off by a live-action video ad in which an embarassing Tweet mispelling comes to life in comedic fashion. We cast real-looking individuals representative of our audiences and shot this in one day in LA by leveraging a subtly humorous style that aimed to evoke the raw aesthetic of internet memes.