Ad of the Day: Facebook Just Made Some of the Truest Ads Ever About Friendship

Powerful work from director Mike Mills

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Facebook, in its advertising, used to get all caught up in lofty and tortured metaphors for friendship. But its latest ads—gritty, immediate, powerfully evocative—show how far the social network has come in grounding its message in more relatable truths.

Three new 60-second ads from in-house agency The Factory meditate on just what friendship means to people. And they succeed on almost every level, for a variety of reasons.

First, the writing is poetic and—maybe most critically—humble.

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