Facebook is turning to Wieden+Kennedy for its first television commercial, and it will promote the "Home" smartphone concept unveiled Thursday -- in which Facebook software takes over the home and lock-screen portions of a phone. The spot will show a man on a plane connected to those around him. "It's pretty safe to imagine that if you choose to have this Home experience, you're going to be in better touch with your friends and you're going to be consuming more content from Facebook and other partners," says CEO Mark Zuckerberg.

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