‘Mark Zuckerberg will love The Social Reckoning’: Sony trolls the Meta CEO with an Instagram ad
The spot’s punchline, “Instagram doesn’t fact check most ads. Why should we?”, takes aim at Meta’s content policies, and it’s running on Meta’s own platforms.
Sony Pictures is promoting its new film "The Social Reckoning" with an Instagram ad that directly criticizes Meta CEO Mark Zuckerberg. The advertisement intercuts scenes of Jeremy Strong portraying Zuckerberg, wearing headphones, with on-screen text that reads, "Mark Zuckerberg will LOVE The Social Reckoning." When the asterisk appears, the text changes to "Instagram doesn’t fact-check most ads. Why should we?" The ad closes with Strong's character asking, "Did you know this was happening?" before the title card appears.
The ad is a direct shot at Zuckerberg, the film's antagonist, as "The Social Reckoning" is told largely from the perspective of Frances Haugen, played by Mikey Madison, who leaked internal Facebook documents in 2021. The movie deals with Zuckerberg's reluctance to fact-check political ads on Meta's platforms, a theme that has been a point of contention for the company.
Meta has not responded to comment on the ad, but the company has not removed it from its platforms. The spot has received over 9,000 likes and 300 shares on Instagram, and Meta hasn't ignored the film entirely, with Sorkin confirming that Meta representatives reached out to inquire about tickets.
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