Facebook runs first ad as it reaches 1 billion users

To coincide with reaching its billionth user, Facebook has released its first commercial – or ‘brand film’ – created by Wieden + Kennedy Portland and directed by Alejandro Gonzalez Iñárritu

To coincide with reaching its billionth user, Facebook has released its first commercial – or ‘brand film’ – created by Wieden + Kennedy Portland and directed by Alejandro Gonzalez Iñárritu



The spot, called The Things That Connect Us, was written by Erin Swanson and Brad Trost and filmed in Portland, Los Angeles, New Orleans and Buenos Aires. Original music was scored by Austin-based band Explosions In The Sky. This is the first work W+K has done for Facebook since being appointed as the company’s agency of record.

To accompany the film, Facebook founder Mark Zuckerberg released the following written statement:

“Celebrating a billion people is very special to me. It’s a moment to honor the people we serve.

For the first time in our history, we’ve made a brand video to express what our place is on this earth.

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. 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.

Today, we honor this tradition.

We honor the humanity of the people we serve.

We honor the everyday things people have always made to bring us together:

Chairs, doorbells, airplanes, bridges, games. These are all things that connect us.

And now Facebook is a part of this tradition of things that connect us too.

I hope you enjoy this video as much as we do.

Thanks for helping connect a billion people.”


More soon.


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  • Zed

    Boring ad perfectly fits that dull website.

  • Tone-S

    Indulgent. How do they afford it? LOL

  • http://www.behance.net/vijilal vijilal

    Awesome commercial !

  • pixelfibre

    Utter bilge.
    Twinkly, twankly branding biliousness.

  • Olly

    [deleted by moderator]

  • http://www.smrvl.com David Somerville

    Who is the music by, anyone? Sounds like Godspeed You! Black Emperor (Skinny Fists?), but I don’t think it quite is. Is it original for the ad, or can anybody place it?

  • john

    how boring. fake world, fake people, bullshit narrative with stock images. change it in sport stock images and same bullshit story about sports and you have a boring W+K nike commercial.

  • Dave

    Hey David Somerville, I guess you watched the ad but didn’t read the copy. A sure way to always get half the picture!

  • http://www.robbie-kerr.com Rob
  • Johan

    Everything that needs to be said about the new campaign in one image:


  • http://www.escapeninetofive.com Ben

    I like the campaign, though it feels a bit corporate and not perhaps underground as Facebook should try and stay?

  • RetroGirl42

    Pretentious rubbish. Not one person in that advert was looking at their phone or a computer, so none of them were using facebook. Kids climbing trees? Hell No! Because they are inside on their computers. Get over yourself facebook

  • Mick

    The chair is a useful tool (stand on it) for spying on ex-wives and school friends. As is Facebook. So for me this analogy is right on the money.

  • Reality Check


    While this commercial isn’t the second coming, judging by the criticisms, it’s another case of jealous critics trying (in vein) to bring the world’s best agency down a peg.


  • chris

    We decided facebook was more like a bed than a chair http://youtu.be/5i32fJ7-4-4

  • Ed

    No, ‘Reality Check’, its not. It really is just a terribly bad advert with hackneyed imagery, an undercooked script that sounds like the unedited notes from their initial brainstorm for a theme, all chucked together over one of those oh-so-inspirational soundtracks. Oh, and its ‘in vain’, not ‘in vein’.

  • El

    The sort of cheese you’d expect from Facebook really, as false as the life we all pretend to lead on it.

    Another video response: http://www.youtube.com/watch?v=TiKSNtdwhCI

  • James

    Chairs? Planes? Basketball? All I see on my Facebook feed is crap that people have decided to share:
    “Click like if you h8 animal croolty lulz”
    “This girl has cancer, she needs you to click like”

  • Ben Champion Stevenson

    I like the concept, things we all use, can share but it is terribly overworked.

    Let’s not forget this is an advert…that is probably why they are not selling the fact that lots of stuff on FB is crap, and probably why McDonald’s and Coca-cola don’t show obese people in there ads.

    Chris – I did enjoy the parody though!

  • john
  • http://www.creativereview.co.uk/cr-blog/2012/october/facebook-things-that-connect-us#feedback La

    Frankly a doorbell is the ultimate facebook metaphor – annoying, noisy interruptions often by attention seeking others, most of whom are not friends in the true sense. What self gratifying schlock.

  • http://adlib.co Curator

    Interesting analogy, ‘Chairs are like Facebook’…?

    Yup, they have lots of arses on them.

  • Johnny

    Mind blowing revelation. People sit in chairs. How do Weieden keep coming up with these razor sharp insights?

    BTW W&K all the analogies you’ve used in this corporate hand-job involve face-to-face, personal contact where as FB is just a series of sorry brain sneezes into a vacuum pleading for a response.