W+K crafted a cute little 30-second broadcast spot for Facebook taking on the subject of modern romance in a promotion of Facebook Messenger.
Entitled “Say Love You Better,” the spot shows a young couple attempting to bridge a long distance to communicate their love for each other. Beginning with a simple “I miss u” message, the spot uses the couple trying to find better ways to say “I love you” as a means to demonstrate the different ways Messenger lets you communicate: audio, photos, video, various emoji, etc. The couple, initially separated on opposite ends of the screen, fly towards each other and embrace, symbolizing how Messenger helped bring them together, ending with the “Say love you better” tagline. It’s an effective way to deliver the message, and perhaps rebuild the reputation of Facebook’s often-maligned mobile service (without addressing any of the criticism).
The campaign will also include OOH elements, a first for Facebook, with billboards in Los Angeles and Chicago rolling out next month.