Much is made of the fact that You Are Someone’s Friend in the W+K Tokyo campaign.

Facebook’s first ever campaign in Japan is based on the idea that the most important thing you can be is a friend. It’s not an edgy idea. Nor is its execution.

But then, let’s not forget what happens when Facebook does edgy advertising:

“The campaign was created in Japan, for Japan, bringing to life insights about culture, people and friendships, all to create work that is both intimate and familiar,” the agency stated. Yes, W+K, the ad is a bit soft.

The voiceover translation below may well demonstrate that voiceovers should be – well, voiced. If you can understand Japanese, stop reading now and watch the video.

“She is someone’s friend. / These people are too.

She is. /He is. /And she is also someone’s friend.

Sometimes we are mothers, sisters and children. /Everyone is someone’s friend.

Now, think of your friend. /Did his face come into your mind?

A friend is someone who is both special and precious.

But the most amazing thing is, your friend may be thinking of you too at this moment.

The campaign extends to online, out of home, train stations, and the world’s first integrated 5-screen experience at Shibuya crossing, plus content on Facebook.

The film was directed by Zachary Heinzerling (nominated director for an Oscar this year for best Documentary Feature)

The voiceover was performed by the actor, Ryo Katsuji.