Facebook is rolling out a different tone in its latest campaign, Alison.
The online video, by Wieden + Kennedy in London, follows the story of 'Alison' with snapshots of her experience battling cancer. One element that helps Alison through the treatment is interacting with friends and family on Facebook to report her progress.
The campaign tagline states: “The toughest battles need the best of friends.”
The spot follows Facebook CEO Mark Zuckerberg's comments back in January, when he announced the company's fourth quarter financial results. He said that a lot of new growth for the platform was coming from allowing people to create and control content sharing with specific groups of followers.
The ad follows Help, Big Sister and We Are Not Alone.
