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Nothing says 'we're confident in our social platform' like running a video ad on an entirely different social platform in which hostage negotiators explain to a frightened adult how to use the service.
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I like that some marketing person looked at Twitter and was like 'oh yeah, you have no choice but to use it so Twitter is holding you prisoner and you're scared, so you call the cops and they explain Twitter to you.'
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'Twitter is holding you hostage' is likely the most inadvertently truthful thing Twitter has ever put in an ad.