They're a smug, self-centered, self-righteous lot at Facebook.
They can stare at their phones all day, bathing in the joys of those closest to them. Well, those closest to them in a virtual sense.
They can also ignore the catatonia-inspiring monotone that regularly emerges from their CEO's mouth.
Please, you know I'm never mean. I am merely describing the new commercial for Facebook Home on AT&T, a quite stellar act of self-deprecation.
While Zuckerberg talks about Facebook Home -- which, after some initial bad reviews on Google Play, is now enjoying a solidly middle-of-the-road 2.5 stars -- his contemptuous employees stare at their phones and wish they were anywhere but there.
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In a similar vein to the launch ad for Home, their glamorous news feed comes to life.
Bikes roar, as Zuckerberg drones.
There is no drag queen this time, but there is a man in his swim shorts, ready to party. It is not Zuckerberg.
The progressive humanization of Facebook's CEO has been a wonder to behold. He is being sold as a very nice man through little touches of his character being shared with the outside world.
This ad performs the task very well. He plays himself with extreme aplomb.
I cannot wait for the next TV interview of Zuckerberg where his nose is buried in his phone, ignoring the interviewer's questions.
Wouldn't you like to see what's on his personal home page? Oh, it's private, you say? Of course it is.