Facebook takes a leaf out of Apple’s book as W+K campaign changes direction

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?