Ad for Facebook Home Shows Your Life Becoming Even More of a Circus

New spot breaks during Final Four

Facebook just posted the new ad below, from Wieden + Kennedy, on its own site—it will also air Saturday evening during the Final Four on CBS. The social network has had trouble connecting with consumers through its ads before—the "Chairs" spot was roundly and notoriously mocked. This new spot, for the Facebook Home software, which essentially turns Android phones into Facebook phones, has its own issues. It shows an airplane traveler using Home to flip through photographs, each of which comes to life in front of him—sunbathing friends appear in the overhead compartment; his nephew shows up in the aisle with a face full of cake; the drag queen Shangela Laquifa Wadley pops out of the flight attendant's service cart. There's a lot going on. (Oddly, the traveler also ignores a request to turn off his phone; apparently he can't miss a single status update.) Directed by MJZ's Fredrik Bond, the spot is big and cartoony—and surreal, too, which seems to have completely flummoxed the commenters on the Facebook page where it's posted. (The level of negative reaction there is quite remarkable.) It's sometimes hard to know why Facebook, whose image problems usually stem from it seeming too big and too invasive, doesn't try to capture small, human moments rather than cosmic or circus-like ones. Maybe next time. Credits below.

CREDITS

Client: Facebook

Project: Facebook Home

Spot: "Airplane"

Agency: Wieden + Kennedy, Portland, Ore.

Creative Directors: Stuart Harkness, Chris Groom, Dan Hon

Copywriter: Dan Kroeger

Art Director: Johan Arlig

Producer: Endy Hedman

Account Team: John Rowe, Leah Bone, Anya Esmaili

Executive Creative Directors: Mark Fitzloff, Susan Hoffman, Joe Staples

Head of Production: Ben Grylewicz

PRODUCTION

Production Company: MJZ

Director: Fredrik Bond

Executive Producer: Kate Leahy

Line Producer: Line Postmyr

Director of Photography: Roman Vas’yanov

EDITORIAL

Editorial Company: Joint

Editor: Tommy Harden

Post Producer: Yamaris Leon

Post Executive Producer: Patty Brebner

VISUAL EFFECTS

Visual Effects Company: The Mill

Shoot Supervisors, Project Leads: Chris Knight (2-D), Dave Lawson (3-D)

Producer: Christina Thompson

Executive Producer: Sue Troyan

3D Artists

Lead: David Lawson

Matte Painting: Tom Price

Modelling: Milton Ramirez, Blake Sullivan, Timothy Hanson

Texturer: Edwin Fong

Tracking: Martin Rivera

Rigging, Animation: Jacob Bergman

Animation: Blake Guest

2-D Artists: Nick Tayler, Narbeh Mardirossian, Peter Cvijanovic, Trent Shumway

Titles, Graphics: Albert Yih, W+ K Motion

MUSIC, SOUND DESIGN

Music+Sound Company: Walker

Composer: Jumbo

Sound Designer: Michael Anastasi, Barking Owl

Producer: Sara Matarazzo

MIX

Mix Company: Eleven

Mixer: Jeff Payne

Producer: Caroline O’Sullivan