Twitter embraces its combative side in its most honest ad campaign yet

Twitter is notorious for its fight club atmosphere. More than any other social network, it's a place where users don't hold back in debating one another, whether they be the president of the United States or a blank avatar with five followers.

While that environment can easily veer into harassment or intimidate prospective users, it has some upsides too. That's why Twitter is embracing it warts-and-all in a new ad campaign called #SeeEverySide.

The three ads feature strangers arguing about the a heat wave, GOAT sport stars, and Chance the Rapper's catalog—the same kinds of conversations you might see on the platform everyday.

A kinetic old-school hip-hop beat and a busy urban backdrop capture the frantic beehive of the Twittersphere well. Wide-ranging discussions often take unexpected turns thanks to the diverse participants and the real-world experiences shared.

The first spot, and the only one with a TV placement, stars Chance the Rapper asking fans for song requests for an upcoming show. People shoot back with their favorite songs, baby-boomer grouches about a lack of "real" instruments, with praise for his philanthropy, and even unsparing assessments of his talent.

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In another, called "Summergedden," sweaty people debate climate change and document the insanity caused by a brutal heat wave. There's gifs, selfies, news videos, and passive-aggressive quote-tweets. At one point, a sweater-vest-clad golfer insists that "not all glaciers" are melting (#CheckTheFacts). It's a pretty spot-on depiction of an average day on Twitter.

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The third stars Shaq and other athletes arguing with randos in barber shops, basketball courts, and skate parks about the the top sports stars of all time. It's a good representation of Twitter's unusually egalitarian dynamic between celebs and armchair quarterbacks alike.

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Twitter has historically struggled with user growth since going public. Prospective users have been turned off by its cesspool reputation and the difficulty engaging for everyday people who aren't among the platform's so-called "power users" with big followings.

But Twitter managed to post its biggest quarter of user growth in years this April amid a constant stream of new anti-harassment features and a sustained relevance thanks in part to the president's obsession with the platform.

The launch comes on the heels of the social network's gold award at Cannes Lions—the biggest global ad industry festival—for a brand refresh and billboard campaign last year. That effort sought to focus on Twitter's cultural urgency. Hashtags and topical issues were paired with the tagline "Twitter is what's happening."

The latest ads expand on that notion by demonstrating how average users fit into the picture. And they're probably Twitter's most honest piece of advertising to date.