A video featuring Foreign Secretary Ed Miliband interacting with TikTok personality Feroz Khan has garnered approximately 1.5 million views. The footage, filmed on the streets of New York, shows Khan asking Miliband about his name, job, and advice.
During the interaction, Miliband, who was in New York for the United Nations General Assembly, explains his role as Foreign Secretary. When asked about challenges, he mentions his past run for Prime Minister, stating, "It didn’t go so well … but I kept going!"
PR consultant Mark Borkowski commented that Miliband has "finally worked out that the awkward dad thing isn’t a reputational defect. It’s his brand." A government source indicated that such videos often involve outsourcing editorial control to content creators, with the understanding that the tone is native to the format.