Facebook's first ad compares the social network to ... chairs?

October 04, 2012|By Deborah Netburn

<p>Facebook announced Thursday that it had signed up its 1 billionth user. To celebrate, the company released an ad. The ad isn't really designed to sell anything. It is designed to help us understand Facebook's role in the world.</p><p>And it starts with chairs.</p><p>"Chairs are made so people can sit down and take a break," a woman's voice tells us as we watch all kinds of people sitting in all kinds of chairs. "Anyone can sit on a chair, and if the chair is large enough, they can sit down together.... Chairs are for people, and that's why chairs are like Facebook."</p></div></div><div class="float" style="clear:both;height:1px;line-height:1px;"><img src="/images/pixel.gif" height="1" width="1" alt="" /></div><div id="mod-ctr-lt-in-top" class="mod-latarticlesadcpc mod-adcpc with-fourth-cpc"><script type="text/javascript"> var adSkipCounter = 0; </script> <script type="text/javascript"> //<![CDATA[ var loc = window.location.href + ""; var float = ""; google_hints = "first ad ad agency chairs social network mobile payment";google_ad_client="pub-0227802054925200"; google_ad_output="js"; google_ad_channel="5212128158,8076373282,8321278795,8261105409"; google_ad_type="text"; google_image_size="300x250"; google_safe="high"; google_feedback="on"; google_max_num_ads="2"; google_skip="" + adSkipCounter + ""; google_adtest="off"; google_page_url=document.URL; function google_ad_request_done(ads) { if (ads.length == 0) { return; } // If no ads are returned then dont build the ad block if (ads[0].bidtype == "CPC") { adSkipCounter += ads.length; } // Increment ad skip counter when cpc google_ad_request_done_internal(ads, "", "", "true", "medium_rectangle", "", "", "pgtp=article&pi=34&ci=34263893&cat=internet+%26+telecom&pe_id=34263893&tv=ap-LA12-G02&rna=pub-0227802054925200&rn=g&rnrci=5212128158&rnrcn=CMI-A-002&rncci=8076373282&rnccn=CMI-A-016&rnpci=&rnpcn=&rntci=&rntcn=&rnlci=8261105409&rnlcn=8261105409&rnp=c&rt=cpc&paidClick=1&placement_id=ctr-lt-in-top", "", "", "", "", "", "ap-LA12-G02", "Los Angeles Times Articles"); } //]]></script> <script type="text/javascript" src="/google_ad_request.js.php"></script> <script type="text/javascript" src="http://pagead2.googlesyndication.com/pagead/show_ads.js"></script></div><div id="mod-a-body-after-first-para" class="mod-latarticlesarticletextwithadcpc mod-latarticlesarticletext mod-articletext"><p>It goes on to tell us all kinds of things are like Facebook. Doorbells. Airplanes. Bridges. Oh, and the universe.</p><p>If you feel your eyes are rolling out of your head, you are not alone.</p><p>Gizmodo <a href="http://gizmodo.com/5948904/facebooks-first-ad-is-facebooks-worst-ad">wrote</a>, "Facebook's first ad is its worst ad," and the Atlantic Wire <a href="http://www.theatlanticwire.com/technology/2012/10/facebook-aims-real-human-emotion-new-ad/57596/">wrote</a>, "The deepness doesn't come off as heartfelt, but just kind of silly."</p><p>The ad was created by Wieden & Kennedy, the Portland, Ore.-based ad agency that became famous for making Nike's powerful advertisements. Facebook just announced that the ad agency is now its agency of record.</p><p>Wieden Creative Director Karl Lieberman <a href="http://adage.com/article/digital/facebook-emotional-spot-wieden-kennedy/237569/">told</a> Ad Age that the company wanted its first advertising message to be humble.</p><p><span>"Facebook wanted to speak in a significant, but humble way," Lieberman said. "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."</span></p><p>The ad was directed by Alegnadro Gonzalez Inarritu, director of the films "Amores Perros" and "21 Grams." </p><p>And just in case you're wondering, yes, the <a href="https://twitter.com/facebookschair">@Facebookschair</a> Twitter account has already been claimed. </p><p><strong>ALSO:</strong></p><p><a href="http://www.latimes.com/business/technology/la-fi-tn-facebook-hits-historic-milestone-1-billion-users-20121004,0,1361388.story">Facebook hits 1 billion users, reaching historic milestone</a></p><p><a href="http://www.latimes.com/business/technology/la-fi-tn-curiosity-mars-foursquare-20121004,0,5338346.story">Curiosity hopes to be Martian mayor, checks in on Foursquare</a></p><p><a href="http://www.latimes.com/business/technology/la-fi-tn-starbucks-digital-tipping-20121004,0,5711972.story">Starbucks brews up mobile payment changes, adds digital tipping</a></p><p>Follow Deborah Netburn on <a href="https://twitter.com/#!/DeborahNetburn">Twitter</a> or <a href="https://plus.google.com/u/0/109675776633752908527/posts">Google+</a></p></div><div id="mod-a-body-after-first-para-ad-cpc" class="mod-adcpc"> <script type="text/javascript"> //<![CDATA[ var loc = window.location.href + ""; var float = ""; google_hints = "first ad ad agency chairs social network mobile payment";google_ad_client="pub-0227802054925200"; google_ad_output="js"; google_ad_channel="5212128158,8076373282,9488961041,8261105409"; google_ad_type="text"; google_image_size="600x125"; google_safe="high"; google_feedback="on"; google_max_num_ads="2"; google_skip="" + adSkipCounter + ""; google_adtest="off"; google_page_url=document.URL; function google_ad_request_done(ads) { if (ads.length == 0) { return; } // If no ads are returned then dont build the ad block if (ads[0].bidtype == "CPC") { adSkipCounter += ads.length; } // Increment ad skip counter when cpc google_ad_request_done_internal(ads, "", "", "true", "wide_rectangle", "", "", "pgtp=article&pi=34&ci=34263893&cat=internet+%26+telecom&pe_id=34263893&tv=ap-LA12-G02&rna=pub-0227802054925200&rn=g&rnrci=5212128158&rnrcn=CMI-A-002&rncci=8076373282&rnccn=CMI-A-016&rnpci=&rnpcn=&rntci=&rntcn=&rnlci=8261105409&rnlcn=8261105409&rnp=c&rt=cpc&paidClick=1&placement_id=a-body-after-first-para-ad-cpc", "", "", "", "", "", "ap-LA12-G02", "Los Angeles Times Articles"); } //]]></script> <script type="text/javascript" src="/google_ad_request.js.php"></script> <script type="text/javascript" src="http://pagead2.googlesyndication.com/pagead/show_ads.js"></script></div><div class="float" style="clear:both;height:1px;line-height:1px;"><img src="/images/pixel.gif" height="1" width="1" alt="" /></div><div id="mod-a-body-after-second-para" class="mod-latarticlesarticletextwithadcpc mod-latarticlesarticletext mod-articletext"></div><div id="mod-sm-badge-bottom" class="mod-latarticlessocialmedia mod-socialmedia"><div id="mod-sm-badge-bottom-defer"><script type="text/javascript">/* Javascript deferred */</script></div><div id="fb-root"></div><div class="addthis_toolbox addthis_default_style" id="mod-sm-badge-bottom-defer_addthis" style="display:none;"><script type="text/javascript">var addthis_options = "digg, twitter, facebook, stumbleupon, delicious, friendfeed, buzz, slashdot, reddit, mixx, fark, linkedin, aim, google, myspace, newsvine, technorati, tumblr, typepad, wordpress, more";var addthis_exclude = "print";var addthis_pub = "archivedigger";</script><a class="pmPrint" title="Print" href="/print/2012/oct/04/business/la-fi-tn-facebook-chair-ad-20121004"><span class="pmPrintIcon"></span></a><script type="text/javascript" src="http://s7.addthis.com/js/250/addthis_widget.js"></script></div></div> <script type="text/javascript" src="http://cdn.gigya.com/js/socialize.js?apiKey=2_COh26GgfZDptreu0iQ9aknzT_Ig861qYxOHZVxizrZMTn81vygTB-ptN33wgCtrj"></script> <script type="text/javascript"> function fixDoubleButtons() { if (jQuery('#mod-sm-badge-top .st_pm_button .stButton').size() == 0) { setTimeout('fixDoubleButtons();', 500); return; } var query = '#mod-sm-badge-top .shareThisEmailIcon .st_pm_button .stButton'; if (jQuery(query).size() == 2) jQuery(query + ':eq(1)').remove(); query = '#mod-sm-badge-top .shareThisShareThisCompact .st_pm_button .stButton'; if (jQuery(query).size() == 2) jQuery(query + ':eq(1)').remove(); query = '#mod-sm-badge-bottom .shareThisEmailIcon .st_pm_button .stButton'; if (jQuery(query).size() == 2) jQuery(query + ':eq(1)').remove(); query = '#mod-sm-badge-bottom .shareThisShareThisCompact .st_pm_button .stButton'; if (jQuery(query).size() == 2) jQuery(query + ':eq(1)').remove(); } </script> <script type='text/javascript'> function removeCommentsButton() { if (jQuery('.comments-container .comments-counter').size() == 0) { setTimeout('removeCommentsButton();', 500); return; } jQuery('.comments-container').empty(); jQuery('.comments-container').remove(); } removeCommentsButton(); </script><div class="float" style="clear:both;height:1px;line-height:1px;"><img src="/images/pixel.gif" height="1" width="1" alt="" /></div><div id="mod-featured-title" class="mod-latarticlestext mod-text">FEATURED</div><div id="mod-article-image-lt" style="float:left;" class="mod-featuredimage tplmodulefeaturedimage mod-homepageimage mod-articleimage"><div class="photowrapper"><a onClick="parent.recordOutboundLink(this, 'ap-LA12-G02 more_articles_image', 'http://articles.latimes.com/2012/oct/04/business/la-fi-tn-facebook-chair-ad-20121004'); return false;" href="/2012/may/17/nation/la-na-nn-skechers-20120517"><img src="http://www.trbimg.com/img-4fb56bea/turbine/la-na-nn-skechers-20120517-001/600" onerror="pm_imageFailedFeatured(this);" ></a></div><div class="text-area"><div class="title"><a onClick="parent.recordOutboundLink(this, 'ap-LA12-G02 more_articles_image', 'http://articles.latimes.com/2012/oct/04/business/la-fi-tn-facebook-chair-ad-20121004'); return false;" href="/2012/may/17/nation/la-na-nn-skechers-20120517"><h2>Skechers lawsuit: How to get your piece of the $40-million payout</h2></a></div></div></div><div id="mod-article-image-ct" style="float:left;" class="mod-featuredimage tplmodulefeaturedimage mod-homepageimage mod-articleimage"><div class="photowrapper"><a onClick="parent.recordOutboundLink(this, 'ap-LA12-G02 more_articles_image', 'http://articles.latimes.com/2012/oct/04/business/la-fi-tn-facebook-chair-ad-20121004'); return false;" href="/2012/jul/28/sports/la-sp-sn-nascar-danica-patrick-20120728"><img src="http://www.trbimg.com/img-50146761/turbine/la-sp-sn-nascar-danica-patrick-20120728-001/600" onerror="pm_imageFailedFeatured(this);" ></a></div><div class="text-area"><div class="title"><a onClick="parent.recordOutboundLink(this, 'ap-LA12-G02 more_articles_image', 'http://articles.latimes.com/2012/oct/04/business/la-fi-tn-facebook-chair-ad-20121004'); return false;" href="/2012/jul/28/sports/la-sp-sn-nascar-danica-patrick-20120728"><h2>Hard crash ends Danica Patrick's NASCAR race at Indianapolis</h2></a></div></div></div><div id="mod-article-image-rt" style="float:left;" class="mod-featuredimage tplmodulefeaturedimage mod-homepageimage mod-articleimage"><div class="photowrapper"><a onClick="parent.recordOutboundLink(this, 'ap-LA12-G02 more_articles_image', 'http://articles.latimes.com/2012/oct/04/business/la-fi-tn-facebook-chair-ad-20121004'); return false;" href="/2012/sep/26/business/la-fi-tn-iphone-5-lost-stolen-track-20120926"><img src="http://www.trbimg.com/img-50633362/turbine/la-fi-tn-track-iphone-5-20120926-001/600" onerror="pm_imageFailedFeatured(this);" ></a></div><div class="text-area"><div class="title"><a onClick="parent.recordOutboundLink(this, 'ap-LA12-G02 more_articles_image', 'http://articles.latimes.com/2012/oct/04/business/la-fi-tn-facebook-chair-ad-20121004'); return false;" href="/2012/sep/26/business/la-fi-tn-iphone-5-lost-stolen-track-20120926"><h2>How to find your lost or stolen iPhone 5</h2></a></div></div></div><div class="float" style="clear:both;height:1px;line-height:1px;"><img src="/images/pixel.gif" height="1" width="1" alt="" /></div><div id="mod-featured-more" class="mod-latarticlestext mod-text">MORE:</div><div class="float" style="clear:both;height:1px;line-height:1px;"><img src="/images/pixel.gif" height="1" width="1" alt="" /></div><div id="mod-hp-article-list" class="mod-latarticlesarticles mod-articles"><div class="article"><div class="title"><h2><a onClick="parent.recordOutboundLink(this, 'ap-LA12-G02 more_articles', 'http://articles.latimes.com/2012/oct/04/business/la-fi-tn-facebook-chair-ad-20121004');return false;" title="Top 10 cars: best gas mileage, lowest sticker price" href="/2013/mar/12/autos/la-fi-hy-autos-edmunds-lowest-cost-mpg-cars-fuel-20130220">Top 10 cars: best gas mileage, lowest sticker price</a></h2></div></div><div class="article"><div class="title"><h2><a onClick="parent.recordOutboundLink(this, 'ap-LA12-G02 more_articles', 'http://articles.latimes.com/2012/oct/04/business/la-fi-tn-facebook-chair-ad-20121004');return false;" title="Upsets abound in Farmers Classic quarterfinals as Ram, Berankis advance" href="/2012/jul/27/sports/la-sp-sn-upsets-abound-in-farmers-classic-quarterfinals-20120727">Upsets abound in Farmers Classic quarterfinals as Ram, Berankis advance</a></h2></div></div></div></div><div id="area-left" class="area"><div id="mod-left-sky" class="mod-latarticlesadcpc mod-adcpc with-fourth-cpc"> <script type="text/javascript"> //<![CDATA[ var loc = window.location.href + ""; var float = ""; google_hints = "first ad ad agency chairs social network mobile payment";google_ad_client="pub-0227802054925200"; google_ad_output="js"; google_ad_channel="5212128158,8076373282,2508893692,8261105409"; google_ad_type="text,image,flash,html"; google_image_size="300x250"; google_safe="high"; google_feedback="on"; google_max_num_ads="4"; google_skip="" + adSkipCounter + ""; google_adtest="off"; google_page_url=document.URL; function google_ad_request_done(ads) { if (ads.length == 0) { return; } // If no ads are returned then dont build the ad block if (ads[0].bidtype == "CPC") { adSkipCounter += ads.length; } // Increment ad skip counter when cpc google_ad_request_done_internal(ads, "", "", "true", "medium_rectangle", "", "", "pgtp=article&pi=34&ci=34263893&cat=internet+%26+telecom&pe_id=34263893&tv=ap-LA12-G02&rna=pub-0227802054925200&rn=g&rnrci=5212128158&rnrcn=CMI-A-002&rncci=8076373282&rnccn=CMI-A-016&rnpci=&rnpcn=&rntci=&rntcn=&rnlci=8261105409&rnlcn=8261105409&rnp=c&rt=cpc&paidClick=1&placement_id=left-sky", "", "", "", "", "", "ap-LA12-G02", "Los Angeles Times Articles"); } //]]></script> <script type="text/javascript" src="/google_ad_request.js.php"></script> <script type="text/javascript" src="http://pagead2.googlesyndication.com/pagead/show_ads.js"></script></div><div id="mod-ctr-lt" class="mod-latarticlesadopenx mod-adopenx mod-adblock"><div><div class="ad_header">Advertisement</div><div id="mod-ctr-lt-defer"> <iframe name="openxi-339767" src="about:blank" frameborder="0" scrolling="no" width="300" height="250">