Facebook is out with a new ad campaign for TV, digital and audio that is an homage to small businesses, and a defense of personalized advertising—with a little edge, thanks to a voiceover assist from legendary artist Grace Jones.
On Thursday, Facebook showed off the first major marketing initiative to come under the leadership of new Chief Marketing Officer Alex Schultz, who took over marketing for Facebook and Instagram last year. The campaign is called “Good Ideas Deserve To Be Found,” and it strikes some familiar points that the social network has been trying to get across to consumers, critics and regulators.
Facebook has been in a public relations rut of late, and the latest campaign paints a picture of a cool company that offers creative expression for diverse audiences while helping small businesses during difficult times. The campaign highlights the benefits of personalized ads, which are facilitated by Facebook’s ability to track internet activity and interests on billions of users.
A 60-second version of the ad (below) has Jones delivering a soliloquy supported by a retro beat, in which the performer espouses the benefits of big ideas. “For every big idea that rose to wild acclaim,” Jones says. “There are so many more, that never find their fame.”