tell your story, make your mark


October 4, 2012

Facebook uses traditional advertising to celebrate landmark 1 billion users around the world

Facebook is today celebrating 1 billion users by releasing their first ever advertising commercial. They believe that chairs, doorbells, airplanes, dance halls, and basketball games are all things that connect us, just like Facebook does, and they are all featured in an ad that makes no mention of 1 billion people using the social network.

“Chairs. They’re made so people can sit down and take a break,” says the ad’s voiceover. “Anyone can sit on a chair and if the chair is large enough they can sit down together and tell jokes or make up stories or just listen. Chairs are for people and that’s why chairs are like Facebook.”

“We believe that the need to open up and connect is what makes us human. It’s what brings us together. It’s what brings meaning to our lives.” Mark Zuckerberg

Portland advertising agency Wieden + Kennedy were hired to come up with the concept of the 90-second film, which was directed by Alejandro Gonzalez Inarritu of Anonymous Content.

“We tried to figure out what it is that the company’s really interested in,” Wieden creative director Karl Lieberman told Advertising Age. “There’s a quote by David Kennedy that I really love: ‘Great brands don’t talk about themselves, they talk about what they really love.’ If you follow that blueprint, you’ll realize that Facebook loves things that are social. It finds it interesting and essential that there’s this innate, human desire to connect.”

In explaining the tone of the marketing message, Lieberman explained that “Facebook wanted to speak in a significant, but humble way,” he said. “We thought that starting off with chairs really did that. We don’t think about chairs a lot, but you can if you want. You can spend $5 on a chair, or $5,000. They could be incredibly ordinary, or incredibly sophisticated. We thought it was a humble but interesting way for Facebook to start talking about itself.”

In a blog post earlier today, CEO and co-founder of Facebook Mark Zuckerberg thanked users personally. “This morning, there are more than one billion people using Facebook actively each month,” he said. “If you’re reading this: thank you for giving me and my little team the honor of serving you. Helping a billion people connect is amazing, humbling and by far the thing I am most proud of in my life. I am committed to working every day to make Facebook better for you, and hopefully together one day we will be able to connect the rest of the world too.”

The ad campaign will be released in 13 countries including Russia, Spain, Mexico, Brazil, and the U.S.


About the Author

Evon Koprowski
Brand storyteller, creative strategist, content marketer and all round bon vivant at Red Fortune Media where I growth hack projects for the arts, culture, tourism, technology and social sectors. I'm freelance - if I can help you, get in touch.

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