Grace Jones narrates Facebook campaign celebrating 'big ideas'
Highlighting personalized ads, it's the first push under CMO Alex Schultz
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.
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 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.
Credits
- Date
- 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
- 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
- CMO :
- 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
- DOP :
- 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 :
- MPC/London
- 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 :
- INTERLAND
- Creative Director :
- Ivor Guest
- Sound Design & Mix :
- GCRS
- Primary Mixer :
- Raj Sehgal
- Secondary Mixer :
- Tom Pugh
- Executive Producer :
- Molly Butcher
- Production Company :
- Blinkink
- 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 :
- WASH
- Colorist :
- Henry Howard
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