Why Facebook Thinks It Is Like A Chair

facebook chair

Photo: Wieden & Kennedy

Today Facebook revealed its first-ever TV spot, produced by advertising agency Wieden & Kennedy.The gist: Facebook is like a chair.

“Chairs are for people. And that is why chairs are like Facebook,” the ad explains.

Zuckerberg gave an additional explanation, after announcing Facebook had reached 1 billion active users:

“Celebrating a billion people is very special to me,” he said. “It’s a moment to honour the people we serve. For the first time in our history, we’ve made a brand video to express what our place is on this earth. We believe that the need to open up and connect is what makes us human. It’s what brings us together. It’s what brings meaning to our lives. Facebook isn’t the first thing people have made to help us connect. We belong to a rich tradition of people making things that bring us together.

“Today, we honour this tradition. We honour the humanity of the people we serve. We honour the everyday things people have always made to bring us together: Chairs, doorbells, aeroplanes, bridges, games. These are all things that connect us. And now Facebook is a part of this tradition of things that connect us too. I hope you enjoy this video as much as we do. Thanks for helping connect a billion people.”

In search of deeper meaning to the chair analogy, we transcribed the 90-second spot.

We came out even more puzzled. Feel free to give us your interpretation of the ad in the comments:

Chairs. Chairs are made so that people can sit down and take a break. Anyone can sit on a chair and, if the chair is large enough, they can sit down together. And tell jokes. Or make up stories. Or just listen.

Chairs are for people. And that is why chairs are like Facebook.

Doorbells. aeroplanes. Bridges. These are things people use to get together, so they can open up and connect about ideas and music and other things that people share.

Dance floors. Basketball. A great nation. A great nation is something people build so they can have a place where they belong.

The Universe. It is vast and dark. And it makes us wonder if we are alone. So maybe the reason we make all of these things is to remind us that we are not.

Here’s the 90-second spot:

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