Just a couple of points on the Facebook 90 second film released online yesterday. The ad has been broadly panned by the social media commentators for a variety of banal reasons I wont go into, however I liked the spot before I knew this and the criticism has only served to make me like it more.
It's worth stepping back for a second and remember what this advertising is for.
It's not about acquiring new customers or promoting trial.
It's not about brand awareness.
It's not even any sort of post-purchase rationalisation.
It's no accident that Facebook picked Wieden and Kennedy be agency of record, the next evolution of Facebook, the brand, will have to involve moving it out of the technology and social network categories - how they do that and where it goes will be interesting to watch - but from a comms point of view that's just the kind of emotional storytelling shift that is bread and butter for W&K.
See Nike, Levi's, P&G to name just a couple.
This spot didn't have to be made for any commercial reasons, but works as a kind of celebration of what's been achieved and a look-how-far-we've-come.
Facebook is one of those American dream success stories so perhaps a little hedonic boost is permissible and from a strategic point of view, starting to position Facebook in that same iconic Americana-brand-for-the-world, space like Nike and Levi's is the correct move.
One small note to the writers - it's aeroplane not airplane.