The Facebook Commercial Is All Kinds of Wrong

Lance Ulanoff
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The Facebook Commercial Is All Kinds of Wrong

Empty Facebook Chair

I am trying to wrap my head around Facebook’s first commercial. It was created to celebrate the social media platform’s 1 billion active monthly users and my takeaway is that Facebook is an empty chair.

[More from Mashable: Facebook Hits One Billion Active Users]

Clint Eastwood would be pleased.

Actually, Eastwood knows something about good advertising. He was the voice behind Chrysler's "It’s Halftime in America" Super Bowl spot that was so stirring people thought it was a political ad. It wasn’t, but it effectively drove home the message and, until Eastwood talked to an empty chair at the Republican National Convention, it made Eastwood the coolest octogenarian on the planet.

[More from Mashable: Love or Hate Facebook’s New Personal Promoted Posts?]

Like that Eastwood ad, this Facebook’s spot features a heartfelt, though anonymous, voiceover and some mournful music…and also chairs…a lot of them

Chairs, of course, are a metaphor for what Facebook is for us. From the voiceover:

"Chairs. They’re made so 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."

When you read it and see it on a page, it sounds sort of obvious and ridiculous. Of course chairs are for people! People invented them. We also like to call big chairs “couches,” not chairs.

The ad tries to drive home the concept with a series of images of chairs, many chairs.

Facebook is also like:

  • Doorbells
  • Airplanes
  • Bridges