When your CEO is slightly automatonic, you need to find positive emotions for your brand elsewhere.
Facebook decided it would go to Wieden and Kennedy, the same people who do those lovely Nike ads, in order to obtain a 90-second spot that would move you to tears.
Facebook, you see, exists to move you to tears. It's about being human, open, and connected.
Oh, and it's about $7 if you want to be sure.
But, no. What this ad wants to tell you is that Facebook is like chairs. Yes, empty and constantly being howled at by Clint Eastwood.
Why is Facebook like chairs? Because chairs are for people. This is an ad of elastic intellect.
This opus, directed by Alejandro Gonzalez Inarritu, who made the excellent "Amores Perros," also suggests Facebook is like doorbells, airplanes, and fridges -- um, I mean, bridges.
It's like airplanes? Didn't some chairs come loose on American Airlines earlier this week? What does that say about Facebook?
At the moment, this ad is running only on Facebook's site, but, as AllThingsD says, you can imagine that it just might be on TV quite soon.
In the end, what Facebook would like you to understand is that you're not alone, as long as there's a virtual friend somewhere out there.
And every virtual friend in the world is on Facebook. There, doesn't that make you feel better?