Facebook has revealed that it is set to run its first Super Bowl ad.
The 60-second ad, planned for Super Bowl LIV, will be part of the social giant’s “More Together” campaign for Facebook Groups (shown above), which was launched in May.
The ad, which will feature cameos by Chris Rock and Sylvester Stallone, will show people from varying backgrounds coming together “over shared interests and experiences” through Facebook Groups, according to a spokesperson for the company.
Fox Corp., which reportedly sold 30-second 2020 Super Bowl ads for more than $5 million, announced late last month that it had sold out its entire ad inventory for the upcoming game — one of the fastest sellouts in recent years.
“More Together” is the first major Facebook branding campaign launched under Antonio Lucio, who joined the company from HP Inc. in August 2018. Lucio has said that the campaign could double Facebook’s ad spend compared to recent years.
Facebook spent an estimated $382 million on U.S. advertising in 2018 and just $50 million in 2017, compared to Amazon’s nearly $1.9 billion in 2018, according to Kantar data cited by The Wall Street Journal.
Facebook hopes that extending the "More Together" campaign’s message of unity in an ad that reaches the year’s largest TV audience will help defuse some of the negative brand and business consequences stemming from growing concern about its practices.
The company currently faces four separate antitrust investigations, as well as mounting criticism of its consumer data privacy violations, failure to stop foreign actors from using its platforms to sway American voters, and refusal to police false political ads.
The 2019 Super Bowl reached more than 98 million viewers.