Nostalgia is like Facebook.

1 Nov

A chair. The idea was nice. In its first TV spot ever, Facebook wanted to grab us by the soft spot. That worked. More or less:

If it just wasn’t for the chair itself. Clint Eastwood reloaded, bad timing. Anyway – most of Facebook’s billion users probably don’t even know about the grumpy old man of the Republican Party.

It could have stayed there and make Facebook look humble. After all, it’s not about the stock market,  right? But it didn’t stay there. Now it’s about pools.

Swimming Pools? That’s right: „Swimming pools are filled with people. Some you know. Some you don’t. And every once in a while you see something that maybe you shouldn’t. That’s why swimming pools are a little like Facebook.“

Ah, ok. What else? Birthday cakes! Birthday cakes? „Birthday cakes are made for people to be together. They give friends a place to gather and celebrate. But too much cake probably isn’t healthy. So birthday cake is a lot like Facebook.“
There, the social network said it itself: „Too much isn’t healthy“. And: „Once in a while you see something that maybe you shouldn’t.“ What’s next? Soccer stadiums? Tubes? Marshmallows?
Whatever this ad was – it was clearly no Don Draper-like moment. No matter what Wieden + Kennedy (the ad men that brought you the Old Spice Man) were thinking of when they came up with the campaign – it must have been from another planet.
The one analogy that fits, though, is some 2000 years old. Or maybe 50. And yes, it involves Don Draper:   Nostalgia is like Facebook. 

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