For pools, the brand writes: "Swimming pools are filled with people. Some you know. Some you don't. And every once in a while you see something that maybe you shouldn't. That’s why swimming pools are a little like Facebook."
For cakes, they bring people together for a special occasion, just like Facebook, but too much cake isn't a good thing, it writes. And Halloween gives people a chance to express themselves.
Like the brand's first spot, "The Things That Connect Us," which was created by Wieden & Kennedy, these new photos have plenty of "likes" and positive comments too, but has resulted in derision as well. As Tumblr AreLikeFacebook points out, more accurate comparisons of the network might be to Storm Troopers, prison riots and movie franchises.