Ed Miliband embraces 'awkward dad' image in viral TikTok video

In the video, Khan stops Miliband, complimenting his attire and asking about his profession. Miliband explains he is the Foreign Secretary and discusses his work, stating he is 'trying to make the world a better place'. When asked about challenges, he references his unsuccessful bid to become prime minister, noting, 'I kept going!'

PR consultant Mark Borkowski commented that Miliband has successfully leveraged his 'awkward dad' image, suggesting it makes him appear more human and authentic in an era where politicians strive for genuine connection. Borkowski noted that the 'slight cringe' is not a reputational defect but rather a deliberate brand strategy.

However, some observers have pointed out that the encounter appears staged, with Miliband's aides present and his answers seeming rehearsed. A government source acknowledged that such collaborations with content creators are common and require outsourcing editorial control, with viewers understanding the native tone of the format. Borkowski cautioned that the effectiveness of this strategy could diminish if the staged nature becomes too apparent, potentially undermining the perceived authenticity of the 'awkwardness'.