Wieden & Kennedy is a great Ad company that bought us the exceptionally cool “Old Spice Man campaign” in 2010 but its lastest “Chairs Are Like Facebook“ Ad to celebrate it had reached its billion-user milestone has left this reporter and many people scratching our collective heads. To many people, Facebook is a Lovemark to them but this ad isn’t one fit for a Lovemark.
“What we’re trying to articulate is that we as humans exist to connect, and we at Facebook to facilitate and enable that process.” “We make the tools and services that allow people to feel human, get together, open up. Even if it’s a small gesture, or a grand notion – we wanted to express that huge range of connectivity and how we interact with each other.“
Ms Van Dyck continued, (emphasis added)
“We started thinking about this a year ago and approached Wieden & Kennedy to help us craft a message that articulated our values and who we are. It wasn’t until recently that we realized we were close to reaching 1 billion, and we thought what an amazing way to honor our users, to create this piece for them.“
For an ad that aspires to articulate “our values and who we are“, the least it should is to touch us emotionally, be meaningful, and may be have it stand the test of time. I’ve watched the Ad quite a few times now to make sure my comments express my feelings fairly. And I’ve also transcribed the words from the voiceover of “Chairs Are Like Facebook“ so I can read it in full and you can see for yourself.
[red wood chair suspending in mid-air in a forest]
“Chairs. Chairs are made so that people can sit down and take a break.
Anyone can sit on a chair and if the chair is a large enough they can sit down together and tell jokes or make up stories or just listen.
Chairs are for people and that’s why chairs are like Facebook.
Doorbells. Airplanes. Bridges. These are things people used to get together. So they can open up and connect about ideas and music.
Another things people share: Dance Floors. Basketball. A Great Nation.
A Great Nation is something people build so they can have a place where they belong.
The Universe. It is vast and dark. And makes us wonder if we are alone. So may be the reason we make all of these things is to remind ourselves that we are not.“
[facebook] in white appears on a black screen.
Reading the about FaceBook Ad copy, it just seems, to me, totally disposable and ready to be thrown away next week/month and ready to be replaced by something flashy, different and new. In stark contrast, Apple’s timeless “Think Different” Ad campaign is so impressive a copy that I’ve personally heard it read out loud in wedding ceremony! Yes, people love it that much! As this reporter wrote in 2011 when the Steve Jobs biography was published, the voice (someone has to read the copy) of the voice over deserves tremendous attention! And I don’t know what happened in the Facebook voice over casting?! Anyway, here is what Steve Jobs went through in his struggle to decide whose voice to use.
“Jobs couldn’t decide whether to use the version with his voice or to stick with Dreyfuss. [...] When morning came, Jobs called and told them to use the Dreyfuss version. “If we use my voice, when people find out they will say it’s about me,” he told Clow. “It’s not. It’s about Apple.”“
Have a listen and watch of the following two versions of “Here’s to the Crazy Ones” videos.
Steve Jobs narrates The Crazy Ones (video, not often heard)
Richard Dreyfuss narrates The Crazy Ones (video, this is the official one many people have seen)
(note: By the way, I totally agree with Steve’s decision and rationale here.)
To this reporter, the normally cool Wieden & Kennedy has a big #fail in “Chairs Are Like Facebook” Ad. What do you think?
Cross posted by me at examiner.com