The new spot was created out of Facebook’s Creative X in-house team and Leo Burnett. Facebook tapped Grammy-winning singer and musician Lizzo to perform a new cover of The Beatles’ “All Together Now” for the soundtrack, while director brothers Michel and Olivier Gondry brought their offbeat, artful touches to depict a world where “virtual” social interactions and real-world gatherings seamlessly intertwine. Scenes of people in Rooms layer atop a photograph of a campfire gathering; dancers practicing at home twirl in and out of a group shot of their company while basketball players spin and dribble in their homes and on the blacktop.
The campaign aims to demonstrate the ease of connecting through Messenger Rooms, which allow up to 50 people to simultaneously gather—even without a Facebook account. The push marks Facebook Messenger’s first U.S. marketing campaign and will run on TV, digital channels and on Facebook’s own platforms.