Facebook’s strange ads for its Home feature have caught the industry’s attention, but for the wrong reason it seems – antisocial behaviour.
While the comments feature has been disabled on its Facebook’s official YouTube site, criticism has made its way online nonetheless.
Titled Airplane, Launch Day and Dinner, the series of ads were rolled out earlier last week following the first “Facebook Home” ad.
Netizens have voiced that the trio ads all come across rude and defiant.
The first, Airplane tells you to use your mobile on the airplane, despite the stewardess telling you to put it away. Launch Day depicts an employee thumbing his mobile while his boss (in this case Zuckerberg himself) gives a pep talk and Dinner asks you to play on your phone at the dinner table while an elderly member of the house narrates her day.
“Nothing much being said” and “anti-social”, says industry
Lionel Goh, general manager of Saatchi Lab said that alone, the ads do not seem to say much for Facebook’s new additions except that it currently does the same thing.
He added that the ad does however hold “potential for advertisers who might want to be on the “first page” when you wake up and look at your phone.”
“That has to be delicately handled though,” he added.
Dan Gibson, managing director of Host said that the main concern for him is that these films do not persuade the public of the immediate attractions of the product they’re selling.
“Secondly, they perpetuate the growing sense that Facebook is more anti-social than social,” he said.
However, he added that it is inevitable that a film focusing on a new mobile product interface will show people lost in their mobile device.
Currently, Facebook Home is also looking to expand its horizon beyond Android and on to smartphones running on Apple’s iOS and Microsoft’s Windows Phone.
“It’s always fascinating when digital brands use film advertising. However, I can’t say I’m thrilled at anything that encourages the further zombification of Singapore’s walkways,” Gibson added.
Facebook also ran its first ad Chairs earlier in 2012, which also got a mixed reaction.