Forget 'Chair': Facebook's Emotional New Online Ads Will Get You in the Gut

W+K Makes Real Moments Facebook-Worthy

Published on Mar 25, 2014

Editor's Pick

You can now stop mocking "Chair." With a new set of ads that have been quietly rolling out on Facebook and the platform's YouTube channel, the social network proves how important it is to your everyday life. Created by Wieden & Kennedy, Portland and directed by the Mercadantes out of Epoch, the spots focus on why you use Facebook -- to tell people your news, to find groups, to get friends together for some spontaenous, couch-ski fun, or maybe get their support when you really need them; to bring photos from big moments together and to gain encouragement when trying something new.

"People do amazing things on Facebook, and this is just a small effort to highlight some of those things," said a Facebook spokesperson in a statement. The ads are running in select markets in the U.S. and U.K. and began rolling out at the end of 2013.

The simple ads feel like real, familiar -- and important -- moments pulled from everyday life -- the kind you'd naturally want to broadcast to your friends through the network. Then, the camera pans out, and adds the "Facebook" part, showing people making comments, sending messages and more. As with "Tango," it even shows you how learning a new skill was made possible because of the social networking site.

The spots play when you're already on Facebook, which makes them even more relevant, perhaps getting you to share just a little more of your life (and your data) while you're logged in.

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Mar 25, 2014
Wieden & Kennedy
Creative Director:
Chris Groom
Creative Director:
Stuart Harkness
Creative Director:
Dan Hon
Creative Director:
Max Stinson
Matt Skibiak
Jeff Greenspan
Art Director:
Zack Madrigal
Art Director:
Jess Shriftman
Hayley Goggin
Executive Creative Director:
Susan Hoffman
Executive Creative Director:
Joe Staples
Head of Production:
Ben Grylewicz
Business Affairs Manager:
Karen Crossley
Production Company:
The Mercadantes
Executive Producer:
Melissa Culligan
Line Producer:
Colin Moran
Director, Photography:
Daniel Mercadante
Editorial Company:
Matt Hilbert (JB Jacobs)
Post Producer:
Yamaris Leon
Post Executive Producer:
Patty Brebner
Visual Effects Company:
Visual Effects Producer:
Yamaris Leon
WK Motion
Mix Company:
Charlie Keating
Yamaris Leon

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