Chance the Rapper is helping Twitter users #SeeEverySide as part of the company’s new television ad campaign.
The commercial starts with Lil Chano on stage during soundcheck, asking fans if they have any requests for his concert. That message is carried across to excited supporters who offer their ideas.
The conversation crosses over into other topics, as the message gets relayed. Some users are grateful, like a student who thanks him for donating money to Chicago Public Schools. Others are critical, like a fan who claims Chance is “overhyped.”
David Crosby also appears in the ad, asking Chance to perform “any song with real instruments.” Later, he adds: “I could up your game” with a winking emoji. After reading these tweets, Chano rides his bike onto the stage for his show.
Twitter CMO Leslie Berland wrote about why the Chicago MC was so vital to the campaign in a blog post. “Chance’s authentic use of Twitter is powerful as is his fandom and the conversation that surrounds him,” said Berland. “We spotlight the voices of fans, press, influencers and artists—every side of the conversation—at the speed of Twitter.”
Fans can expect more ads like this in the future. Twitter has announced that the campaign will feature “every point of view, all perspectives, every side” of music, sports, news, and trending topics. Meanwhile, this isn’t Chance’s first major commercial. In the past, he’s also starred in ads for Apple and Kit Kat.