Stallone shared some behind the scenes information via Instagram about his shoot in Philadelphia in which he was “kind of playing Rocky,” according to Antonio Lucio, Facebook’s CMO. Stallone’s leak quickly appeared on the evening news and Facebook’s secret was out of the bag. The developments forced Facebook to respond to unpredictable events ahead of the big reveal at the Super Bowl, a challenge faced by many marketers. Despite the Stallone blunder, Facebook has “been able to maintain some mystery around the commercial,” according to AdAge.
For one thing, the full 60-second spot won’t run until the fourth quarter of the game. It has, however, released two teasers, as of yesterday. One features Chris Rock doing one-armed pushups and the other featured kids and model rockets.
The Super Bowl ad is part of a broader campaign by Facebook, entitled “More Together,” to cast its services in a better light. The social network has come under intense Congressional and public scrutiny in recent months for its use of personal information and its advertising practices.
AdAge also notes that Facebook aired a spot at the Grammys on Sunday promoting a Facebook Group for kazoo enthusiasts, which has 500 members.