Facebook swaps out its usual grandiose advertising with this cute TV spot from Wieden + Kennedy that captures some of the intimate emotions behind social media.

In the past, Facebook’s ads have been criticized for not focusing on the intimate, human moments that social media can spur. Its Facebook Home ads last year were big, cartoony and surreal, and 2012’s “Chairs” was even more over the top.

But the new spot, titled “Say Love You Better,” takes Facebook in a different direction. Life-size speech bubbles pop up over two lovebirds as they send short messages back and forth to each other via Facebook Messenger.

http://www.youtube.com/watch?v=hMJvw-RfTEI

Read the full article plus credits here.