Facebook is shelling out $11.2 million to run its first Super Bowl commercial. The company's CMO and ad agency Wieden and Kennedy told us how it came about.
This story requires our BI Prime membership. To read the full article,Facebook is running its first Super Bowl ad this year, and its
Facebook — which hasn't traditionally been a big advertiser — has increased its ad spending lately amid regulatory scrutiny and criticism of its platform.A retro blue-grey minivan with the license plate "ROCK3R" screeches to a halt on a curbside and three men determinedly hop out. The scene cuts to them skipping stones on the edge of a lake with six others while the song "I Wanna Rock" by Twisted Sister plays.
"What we've done here, rather cleverly, is feature 12 different groups that all share an interest in 'rocks' in some shape, way, or form," Antonio Lucio, Facebook's CMO, told Business Insider. "The ad ends with, 'Whatever you rock, there is a group for you.'" "Our first reaction was, 'We're not ready!'" DeCourcy said. "But when you are trying to build the global face of a brand, you can do months of prep and strategy, or you can just start and tweak as you go and try to hit the right note."
The team decided the rock theme would let it cover more ground. The spot features a variety of groups that spans the literal, like the Moab Rock Climbers, and metaphorical, such as the Table Rock Lake group. It also satisfies"The Super Bowl is a specific kind of work, that's usually lighter, louder and brighter — it's less plot-driven," DeCourcy said.
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