Facebook’s first-ever Super Bowl ad rocks in every sense of the word.
In the social network’s Big Game debut—a 60-second spot from Wieden & Kennedy—Facebook’s “Groups” feature is in the spotlight, and they all have one thing in common: rocks.
Set to Twisted Sister’s 1984 song “I Wanna Rock,” the ad showcases groups dedicated to everything from Table Rock Lake in the Ozarks to craft cocktails (think: “on the rocks”) to the triathletes of Alcatraz, the island-bound former prison in San Francisco nicknamed “The Rock.” And, to top things off, the spot features cameos from comedian Chris Rock and Sylvester Stallone, a.k.a. Rocky Balboa.
The “Groups” ad was an extension of an existing campaign called "More Together," which Facebook has been running since May 2019. It was the first major marketing campaign launched under CMO Antonio Lucio, who joined the company in late 2018.
Word of Facebook’s Super Bowl ad plans were leaked accidentally in December when Stallone prematurely posted an on-set video from the shoot in Philadelphia to Instagram, which was eventually picked up by local news stations.
AGENCY: Wieden & Kennedy
QUARTER AIRED: Q4
SUPER BOWL: LIV