Facebook creates first major ad campaign with Wieden & Kennedy

Coinciding with its announcement of reaching 1 billion users, Facebook today launched its first major ad campaign with a brand video called “The Things That Connect Us.”

Facebook worked with Wieden & Kennedy, Portland to create the ad that will be promoted in the U.S., U.K., France, Germany, Italy, Spain, Mexico, Brazil, India, Philippines, Indonesia, Japan and Russia.

“We believe that the need to open up and connect is what makes us human. It’s what brings us together. It’s what brings meaning to our lives,” CEO Mark Zuckerberg wrote in an announcement about the campaign. “Facebook isn’t the first thing people have made to help us connect. We belong to a rich tradition of people making things that bring us together.”

The video, directed by Alejandro Gonzalez Inarritu, known for “Babel” and “Amores Perros,” draws comparisons between Facebook and things like chairs, doorbells, airplanes, bridges and other things that connect people.

Facebook told Ad Age that the ad was not for TV, but instead would be promoted with its own ad products, including the login page where new users can join the social network. The video is also on Facbeook’s official YouTube channel with a background related to the new campaign.