Facebook seems to have decided, no doubt wisely, that comparing its offering to walking on the moon and other rather more noteworthy phenomena is not the way to go and a better route is to show people using and enjoying the site. How much research did that take?
Wieden+Kennedy Tokyo’s debut ad for Facebook in Japan is one recent case in point, here’s another, for Facebook Messenger, from W+K in the US.
Facebook CMO Rebecca Van Dyck (a W+K alumnus herself) made her reputation at Apple. Do we see a connection?