Grace Jones narrates Facebook campaign celebrating 'big ideas'

Highlighting personalized ads, it's the first push under CMO Alex Schultz

Published On
Feb 25, 2021

Editor's Pick

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 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.”

The suggestion is that platforms like Facebook and Instagram foster innovation by helping inventors and designers find the right audience. The commercial pays tribute to at least three small businesses on Facebook and Instagram, including Goat House Farm, a Florida-based agritourism destination. The ad also features Cat Café and House of Takura.


Facebook Resource Hub

The marketing push is meant to show how these businesses can use Facebook’s marketing tools to grow. Facebook has made e-commerce a major focus for its websites and apps, and last year it placed new shopping tools at the center of Facebook and Instagram. Facebook credits the campaign to the internal Facebook Creative X team and Droga5.

“We're simplifying Ads Manager to make it easier for [small and medium-size businesses] to get started and use personalized marketing plans to increase the value of their advertising investment,” Facebook said in an announcement on Thursday.

Ads Manager is the platform that up to 10 million business use to run automated ad campaigns across Facebook, Messenger and Instagram.

Facebook on Platform Creative

Facebook has been one of the most outspoken proponents of the benefits of online data-mining for the purposes of personalization. While Apple has made changes to its mobile phone software and web browsers, making it more difficult for companies to keep tabs on consumers when they visit sites and apps online, Facebook has been trying to show that the connectivity is crucial for millions of businesses that need to communicate with customers.

The new ad campaign is the first marketing push under Schultz, who took over the CMO role from Antonio Lucio in September.


Feb 25, 2021
Client :
Agency :
Facebook Creative X
Agency :
Droga5-New York
Global Chief Creative Officer :
Neil Heymann
Co-Chief Creative Officer :
Tim Gordon
Co-Chief Creative Officer :
Felix Richter
Creative Director :
Thom Glover
Creative Director :
Kia Heinnen
Senior Copywriter :
Ben Brown
Senior Art Director :
Jackie Moran
Senior Copywriter :
Dave Canavan
Senior Art Director :
Patrick Horton
Executive Producer Film :
Mike Hasinoff
Senior Producer Film :
Isabella Lebovitz
Producer Film :
Jake Herman
Producer Film :
Steph Hill
Associate Producer Film :
Bianca Ocampo
Music Supervisor :
Mike Ladman
Head of Interactive Production :
Tasha Cronin
Senior Producer Interactive :
Ian Graetzer
Director of Business Affairs :
Dan Simonetti
Senior Businesses Affairs Manager :
Paul Van Dorpe
Celebrity Talent Relations Lead :
Whitney Vose
Talent Manager :
Sunny Valencia
Senior Traffic Manager :
Wendy Kaplan
Executive Design Director :
Rich Greco
Senior Designer :
Eli Hochberg
Head of Strategy :
Harry Roman-Torres
Group Brand Strategy Director :
Brand Strategy Director :
Diana Gonzalez
Senior Brand Strategist :
Emily Pfitzinger
Brand Strategist :
Isaiah Brown
Group Communications Strategy Director :
Yan Wang
Communications Strategy Director :
Patrick Fahey
Senior Communications Strategist :
Chris Wiegand
Global Chief Knowledge Officer :
Andy Littlewood
Senior Data Strategist :
Daria Koren
Data Strategist :
Sean La’Brooy
Group Account Director :
Jessica Kingsbery
Account Director :
Marissa Guerra
Account Director :
Gabrielle Barbuto
Account Supervisor :
Hayley Howell
Account Manager :
Anna Ferrell
Group Project Manager :
Tessa Muchura
Senior Project Manager :
Theresa Ganchorre
Project Manager :
Christine DiStasio
Alex Schultz
VP Global Head of Brand & Product Marketing :
Kate Rouch
Director Global Company Marketing :
Andrew Stirk
VP Global Business Marketing :
Mark D’Arcy
VP Global Business & Customer Marketing :
Michelle Klein
VP Creative and Experiential :
Andrew Keller
Head of Creative :
Thomas Markham
Head of Design :
Zach Stubenvoll
Creative Director :
Mariano Cassisi
Global Director Brand Marketing :
Jasmine Summerset-Karcie
Brand Marketing Manager :
Gregory Paige
Brand Marketing Manager :
Hillary Saunders
Brand Marketing Manager :
Katie Secrest
Social Content & Marketing Lead :
Hussain Ismail
Social Media Manager :
Brittany Holt
Brand Strategist :
Priyanka Nigam
Marketing Insights Director :
Rick Malins
Marketing Research Manager :
Jenn Dahm
Marketing Researcher :
Lia Breunig
Communication Planning Manager :
Danielle Nichols
Communications Planner :
Kristen Winschuh
Executive Producer Creative X :
Julian Katz
Paralegal :
Blaine May
Production Company :
Riff Raff Films
Director :
David Wilson
Benoit Soler
Executive Producer :
Matthew Fone
Producer :
Kate Brady
Editorial :
The Quarry
Editor :
Paul Watts
Assistant Editor :
Ben Cowan
Executive Producer :
Ellese Shell
Head of Production :
Tor Adams
Editorial :
Cut & Run
Editor :
Beau Dickson
Assistant Editor :
Colin Davis
Executive Producer :
Ellese Shell
Post Production :
Telecine :
Peter Oppersdorff
Telecine Creative Director :
Jean-Clement Soret
Producer :
Ryan Hancocks
2D Lead :
David Felipe
2D Team :
Amy Smith
2D Team :
Marj Verheij
2D Team :
Zeki DoruOndun
2D Team :
Alessandro Granella
2D Team :
Ed Taylor
CG Lead :
Mike Little
GG Team :
Jack Enver
GG Team :
Flavia Minonne
GG Team :
Rob Richardson
GG Team :
Selcuk Ergen
GG Team :
Chris Huland-Scrase
Music :
Universal Music
Song :
Black Belt
Artist :
John Grant
Voice-over Artist :
Grace Jones
Management :
Creative Director :
Ivor Guest
Sound Design & Mix :
Primary Mixer :
Raj Sehgal
Secondary Mixer :
Tom Pugh
Executive Producer :
Molly Butcher
Production Company :
Director :
Chris Bristow
Illustrators/Animator :
Lauren O’Neil
Illustrators/Animator :
Olly Montagu
Illustrators/Animator :
Andreia Serrano
Illustrators/Animator :
Michael Marczewski
Illustrators/Animator :
Sophie Koko Gate
Illustrators/Animator :
Everyone’s Favourite
Illustrators/Animator :
Brad Purnell
Illustrators/Animator :
Alexander Hellebaut
Compositor :
John Malcolm Moore
Compositor :
Brad Purnell
Director or Photography :
Bruno Downey
Executive Producer :
Bart Yates
Executive Producer :
Josef Byrne
Producer :
Georgina Fillmore
Project Manager :
Eve Somerville
Production Assistant :
Molly Turner
Grade :
Colorist :
Henry Howard

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