Altoids honors Facebook’s curiously strong

“This is a tribute to the stars on Facebook. Post on, my friends, post on.” You’ll have those lyrics and the infectious tune of this juvenile jam touting Altoids’ Curiously Strong Awards stuck in your head all day. The somewhat facetious “awards,” which users can confer via the brand’s Facebook page, celebrate folks whose “excessive liking and ridiculous wall posts have become our escape from the monotony of the real world.” Kudos to Altoids and ad shop Evolution Bureau for the canny admission that while Facebook interactions can often be completely frivolous, for millions they’re also enjoyably meaningful diversions. In the clip below, the Facebook icon stand-ins for real-world objects (oversized “thumbs-up” gloves, plus a camera and guitar) are a fun way to underscore how seamlessly social-media activities mesh with our daily lives. Various Facebook types are lovingly skewered, including the Like-A-Lot, the Food-O-Grapher (who posts pictures of burgers and fries), and best of all, the Oversharer, who updates friends about his latest icky rash while sitting on a toilet and pecking away on his laptop. (That’s how I write all my AdFreak items, by the way. No, I use an iPad.) This is mint-in-cheek social-media marketing nirvana. You’ll LIKE it.

@DaveGian David Gianatasio is a longtime contributor to Adweek, where he has been a writer and editor for two decades. Previously serving as Adweek's New England bureau chief and web editor, he remains based in Boston.