Ed Miliband has embraced his reputation as an “awkward dad” by appearing in a staged but deliberately informal TikTok video with influencer Feroz Khan. The clip, filmed in New York during the UN general assembly, has attracted around 1.5 million views and suggests his team sees self-deprecating humour and controlled awkwardness as a way to appear relatable and reach audiences beyond traditional political coverage.

Khan asks Miliband about his job, his work and setbacks, prompting him to recall unsuccessfully running for prime minister in 2015 before saying he “kept going”. The approach builds on his long-running internet image, dating back to the viral bacon-roll photograph, though commentators warn that awkwardness only works while it appears natural; the video’s staged nature and rehearsed answers could undermine its appeal if the choreography becomes too obvious.