On a day that one high-profile tech company that, for years, had notoriously struggled to define itself gave up its independence — and soon its brand — another is trying to reassert itself.

Twitter debuted a new ad campaign on Monday that attempts to define the former social network and now news company.

Twitter is where you go to see what s happening everywhere in the world right now, Twitter CMO Leslie Berland wrote in a company blog post — titled See What s Happening — announcing the campaign.

See what s happening: https://t.co/ChbWRrSJyKhttps://t.co/r9AZd9rzI3

— Twitter @twitter July 25, 2016

The campaign may be new, but the tagline isn t. Back in 2009 Twitter adopted What s happening?

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