Ad of the Day: Whoa, Facebook Actually Made a Great Little TV Ad About Modern Love

Billboards coming soon

Facebook swaps out its usual grandiose advertising with this cute TV spot from Wieden + Kennedy that captures some of the intimate emotions behind social media.

In the past, Facebook's ads have been criticized for not focusing on the intimate, human moments that social media can spur. Its Facebook Home ads last year were big, cartoony and surreal, and 2012's "Chairs" was even more over the top.

But the new spot, titled "Say Love You Better," takes Facebook in a different direction. Life-size speech bubbles pop up over two lovebirds as they send short messages back and forth to each other via Facebook Messenger. It's also a clever take on mobile messaging, which often only mentions texting features in ads. The idea is to show that Facebook Messenger can share much more than text—it includes audio, video and stickers.

The 30-second spot feels like a mix of Oreo's "Wonderfilled" and some of Google's better TV work—and indeed, the director here, Aaron Duffy of 1stAveMachine, has done lots of Google ads, including its famous 2010 Super Bowl spot "Parisian Love."

The ad is running in Los Angeles and Chicago, and the campaign will be expanded to include out-of-home elements in November—a first for Facebook. Billboards in Chicago and L.A.'s airports and freeways will play up creative showing the different features of Facebook Messenger. Ads will also wrap Chicago's "L" trains and bus shelters.

Whether the campaign will drive app downloads is unclear, but it's a tactic other digital companies are latching on to. Earlier this week, Foursquare launched its first brand campaign also aimed at driving app downloads using out-of-home and digital ads.

The media push comes at a key time for Facebook, as the number of mobile messaging apps continues to grow. A report from Forrester Research earlier this year outlined the top 10 messaging apps, with Facebook Messenger claiming only 200 million users, compared to 500 million for WhatsApp (also owned by Facebook).

CREDITS

Client: Facebook

Head of Consumer and Brand Marketing: Rebecca Van Dyck

Executive Creative Director: Scott Trattner

Director of Marketing Communications: Jennifer Henry

Brand Strategy: Sheila Thompson

Brand Marketing Manager: Brandon McGraw

Product Marketing Manager: Jessica Lee

Product Designer: Mac Tyler

Agency: Wieden + Kennedy

Creative Directors: Stuart Harkness, Max Stinson

Design Director: Guy Featherstone

Copywriter: Matt Skibiak, David Povill

Art Director: Zack Madrigal, Ollie Watson

Producer: Julia Lafferty, Kirsten Acheson

Strategic Planning: Britton Taylor, Lizzie Hanner

Media/Comms Planning: John Rowan, Stephanie Ehui

Account Team: John Rowe, Dave Hubbard, Anya Wachtel

Business Affairs: Cynthia Valenti, Cindy Lewellen

Project Management: Christina Kim

Executive Creative Directors: Joe Staples / Mark Fitzloff

Head of Production: Ben Grylewicz

Production Company: 1st Avenue Machine

Director: Aaron Duffy

Partner/EP: Sam Penfield

Executive Producer: Melinda Nuget

Post Producer: Malú Rodríguez

Animation Director/Art Director: Martin Allais

Cell Animators: Lizzi Akana, Masayoshi Nakamura, Barbara Benas

3-D Animator: Tyler Hurd

3-D Modelers: Garret Norlin, Eric Xu, Jerry Chow

Storyboards: Chris Butzer

Editors: Nate Buchik, Jonathan Vitagliano, Chelsey Blackmon

Compositors: Eric Concepcion, Beryl Chen, Tiffany Chung

VFX Superviser: John Loughlin

Color Grading: Ricart & Co

Choreographer: Keith Young

Line Producer: Nanette Williams

DP: Will Rexer

VFX Supervisor On Set: Keith Young

Sound Design Company: Henryboy

Sound Designer: Bill Chesley

Producer: Kate Gibson

Mix Company: Sound Lounge

Mixer: Chris Afzal

Mix Producer: Mike Gullo

Song: "Can't Help Falling in Love" by Elvis Presley as performed by twenty one pilots

 

Photographer: Jason Nocito