When we praised Facebook's new ad campaign the other day for being "down to earth," little did we know the best spot in the series would be anything but.
The social network's newest ad, "We Are Not Alone," is possibly its best ever. We see cosplayers preparing their over-the-top outfits for an upcoming gathering, then watch as they exit the baffled "real world" and arrive to bond with their fellow fans.
It's an ad for Facebook Groups, to be sure, but it's also a warm-hearted vignette that resists the popular urge to mock cosplayers as socially awkward ubergeeks. Just goes to show that sometimes the key to making an ad with mass appeal is to do justice by the right niche.