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Here's what's great about Facebook's new brand spot from Wieden + Kennedy and Babel director Alejandro Iñárritu: It looks absolutely gorgeous.
Here's what's not so great about it: It won't do much to convince anyone that Facebook isn't, at its core, arrogant and condescending and not really to be trusted with the power it wields.
The social network just reached the hallowed 1 billion user mark, a truly amazing accomplishment. The new 90-second commercial, posted on a special Facebook page and teased from the log-in screen today, is timed to that milestone, and not surprisingly, takes a sweeping—indeed, cosmic—view of it.