Twitter’s first Oscars Ad #HereWeAre takes on women empowerment

Celebrities like Beth Behrs, Laura Dern, and others also tweeted about #HereWeAre

e4m by exchange4media Mumbai Bureau
Updated: Mar 6, 2018 4:13 PM

Right in time for the 90th Annual Academy Awards, Twitter rolled out an ad for their new campaign #WeAreHere which has been trending almost after the commercial aired. With millions of eyes on them, the Academy Awards was the perfect platform to showcase new trailer or product and Twitter rightly capitalized on it which according to its press release was its biggest single advertising spot buy ever.

Twitter tweeted the ad on Sunday, making it public when it aired on the ABC telecast. It features a poem written and read by New York poet, writer and performer Denice Frohman. Both the Oscars ad and the earlier video were created in-house by the Twitter Studio team, led by creative director Jayanta Jenkins. The spot flashes black-and-white images of women including filmmakers Ava DuVernay and Julie Dash; actress-writer-director Issa Rae; and documentary filmmaker and activist Jennifer Brea.

#HereWeAre began trending almost immediately after the commercial aired and has received 2.4 k comments, 9.0k retweets, and 28k hearts (until the time of filing the story). Celebrities like Beth Behrs, Laura Dern, and others also tweeted about #HereWeAre. While there were people applauding it, the platform had to bear backlash because a couple of users found it distasteful in context of the rampant harassment on the platform.

According to Twitter, there has been a 50 percent increase in talks around women's rights in just the last six months. Twitter's ad campaign comes at a time when conversations around sexual assault are on the rise. With recent movements like #MeToo and #TimesUp that have gone viral on social media, Twitter is just keeping the momentum going.

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