Facebook unleashed “The Things That Connect Us” this past week to celebrate it’s 1 Billionth user. One the masterminds behind the spot is Wieden and Kennedy’s Karl Lieberman. Karl is fresh of his Emmy win for the P&G Olympic tear-jerking ad “Thank You, Mom.” He is also responsible for one of my favorite ads in the past few years Nike’s Boom starting Rick Ross. Congrats Karl on another successful ad! (and we know behind every great creative is his assistant, so congrats lil meg).
In developing the idea, Wieden Creative Director Karl Lieberman said the agency spent months meeting with Facebook staffers and getting to know the company. “We tried to figure out what it is that the company’s really interested in,” he said. “There’s a quote by David Kennedy that I really love: ‘Great brands don’t talk about themselves, they talk about what they really love.’ If you follow that blueprint, you’ll realize that Facebook loves things that are social. It finds it interesting and essential that there’s this innate, human desire to connect.”
In terms of tone, since this would be Facebook’s first major marketing message, “Facebook wanted to speak in a significant, but humble way,” said Mr. Lieberman. “We thought that starting off with chairs really did that. We don’t think about chairs a lot, but you can if you want. You can spend $5 on a chair, or $5,000. They could be incredibly ordinary, or incredibly sophisticated. We thought it was a humble but interesting way for Facebook to start talking about itself.”- via ad age
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