The goal of this ad was to show people the value of Facebook. Instead of beginning the conversation by talking about the brand, we focused on something that’s important to people both on and off the platform: Friendship. Since this subject is core to our mission of making the world more open and connected, we were able to show people the value of Facebook simply by reminding them how important their friends are to them.

Our print ads used images of real people who were friends, not actors or models. This gave everything a feeling of authenticity, and helped us create images that looked like the true depictions of friendship we see on the platform everyday. In some ads, these images were housed inside the familiar "Friends button" from the platform, while others used long copy go deeper into the importance of friendship in our lives.