Gus Van Sant Brought Facebook 'Hopes' to the Golden Globes
Brand Debuted Anthemic Spot Following Campaign Kick-Off in December
Jan 08, 2018
While Oprah may have earned the prize for most rousing moment of the Golden Globes with her Cecil B. DeMille Award acceptance speech, Facebook also took a moment to deliver its own message of hope with an ad that aired during the broadcast.
The "World of Hopes" spot featured the familiar combination of multi-cultural, multi-generational faces and uplifting music that has become common in modern-day marketing summoning viewers to "be more" and "do more" with the help of their products. As we see various folks look up, out and beyond toward a more promising future, we hear their voiceovers proclaim their aspirations: "I hope I make them proud â€¦ I have a girlfriend, I hope we stay together.. I hope to keep making noise.. I hope for more love and tolerance in the world.. I hope that people understand that #MeToo is just the beginning...not in a cheesy way but a better world, altogether." Copy then reads, "Hope brings us together."
The anthemic spot was created by Facebook's in-house creative team The Factory and directed by features vet Gus Van Sant via Iconoclast. It continues the company's "Hopes" campaign that debuted late last year, which asked people to share their aspirations for the coming year with the #HopefulFor hashtag. Among the participants were celebrities including Melinda Gates, Elizabeth Banks, Pryanka Chopra and Nicole Kidman. Other platform ads in the campaign were directed by Peking via Hey Wonderful.