There’s something remarkably intimate about Facebook’s new 60-second spot and the way it uses a combination of portraiture and voiceover to tell a story of hope. The camera punches in, putting you physically closer to the person revealing something about themselves in an imperfect voiceover that leaves the stutters, the questions, the ums, the uhs, the awkward filler of real world conversation.
An ad that makes you feel a sense of community. What else could Facebook—a community platform that can feel isolating and cold—ask for?
The spot, “Worlds Of Hope,” aired during last night’s Golden Globes and was created by an in-house creative team. The company interviewed real people and their responses when asked what they were hopeful for in 2018. Among the people featured was activist Tarana Burke, who founded the #MeToo movement and who attended the Golden Globes with actress Michelle Williams.
The ad also uses a 4:3 aspect ratio, one that you’d usually see for older televisions, which somehow adds to its warmth.
In December, Facebook kicked off its “Hopes” campaign, which is “meant to celebrate hope, and the people who provoke, inspire and work towards positive change,” according to a rep for the company.
“Nearly 13 million people engaged with #HopefulFor in some way between Dec. 27 and Jan. 3, generating 19 million interactions,” explained a Facebook rep. “People from 191 countries joined in on the conversation, including public figures such as Elizabeth Banks, Priyanka Chopra, Nicole Kidman, Melinda Gates, Amy Brenneman and Dwight Freeney who shared their hopes—from seeing more women-led change and more love to being hopeful for civil discourse and unity. And top themes from around the world included world peace and compassion, better health, and ending hunger.”