"Was there something missing in my life 'til now? An absence I could not quite place, but always knew somehow? And then this vegan bakery came sliding down my screen… I felt a shockwave in my head, a tingle in my spleen."
Meta puts a sassy club spin on new-business discovery in an ebullient music video with a track performed by Peaches. The electro-pop chanteuse doesn't appear, but she sings the praises of a bakery, tailor shop, nail salon and an eco-sponge maker, all of which run personalized ads across Meta's Facebook and Instagram platforms.
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The work from Doga5 and Believe Media director Floria Sigismondi (The Runaways) continues the client's "Good Ideas Deserve to Be Found" campaign, which Grace Jones memorably voiced last year.
Once again, the visuals are colorfully OTT. In the new spot, a sawed-in-half bus, ginormous sewing machine, humongous hands, bopping penguins and a shiny squid-dancer provide highlights.
The brand-boosting rewrite of Raf Rundell's funky 2018 single "Sweet Cheeks" serves the production well. So does the admission that goods and services provided by the featured small businesses could change your life—but just "slightly." (These days, small improvements are pure gold, right?)
"Peaches is a phenomenal artist, a queer icon with 30 years of groundbreaking records behind her," notes Droga5 executive creative director Thom Glover. "We wanted someone who could bring serious diva energy to the song and elevate it to something you'd actually want to listen to."
She does just that, in both the hero video above and a series of :15s rolling out soon that will ultimately focus on 11 diverse enterprises:
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Along with Meta holdings, campaign elements will run across Peacock, Hulu, Spotify, Pandora and YouTube.
Here's the rest of the lyrics from the long-form spot:
"I've felt the stank-face of The Mean Moms, 'oh so cruel!' I always had concerns my vibe could be more cool. I languished in the corner in a saggy, baggy jean Until this thing appeared to re-ignite my self-esteem.
Good ideas can be more than stuff we use. They have the power to show the world we care about 'issues'. Synthetic sponges made the act of washing-up feel tainted. Then I was served this eco-sponge, perhaps I should be sainted!
Humanity is complex, all Ego vs Id. I want my nails did! I want linguini squid! Resigned to living hang-nailed, squidless, alone. Voila! Marché Rue Dix appeared, resplendent on our phone!
We've shown you a fantastic world where everything connects. The place where you and good ideas will always intersect. Boundless! Endless! Lit! Infinite Possibilities, I'm down! The place where personalized ads help good ideas get found!
They changed our lives (slightly)! They make honey. They changed our lives (slightly)! Color freely. They changed our lives (slightly)! Spices ground. A world where personalized ads help good ideas get found!"
Client Meta Campaign Good Ideas Deserve to be Found Title ‘A (Slightly) Life-Changing Story’
Agency Droga5 NY Co-Chief Creative Officer Scott Bell Co-Chief Creative Officer Tim Gordon Executive Creative Director Thom Glover Group Creative Director Paul Meates Senior Copywriter Ben Brown Senior Art Director Ben Muckensturm Design Director Dan Pulito Junior Designer Calen Chung Executive Producer, Film Mike Hasinoff Executive Producer, Film Kathryn Riccio Senior Producer, Film Scotty Schuckies Associate Producer, Film Bianca Ocampo Senior Music Supervisor Mike Ladman Music Supervisor Brad Nayman Music Supervisor Brandy Ricker Director of Business Affairs Dan Simonetti Senior Business Manager Ramona Seunath Senior Talent Manager Sunny Valencia Chief Brand Strategy Officer Harry Román-Torres Group Brand Strategy Director Diana González Brand Strategy Director Anthony Perez Senior Brand Strategist Ellie Frame Brand Strategist Isaiah Brown Group Communications Strategy Director Jonathan Daly Communications Strategy Director Patrick Fahey Communications Strategy Director Ashley Branch Senior Communications Strategist Soheyla Escher Junior Communications Strategist Russell Harris Chief Knowledge Officer Andy Littlewood Data Strategy Director Robert Hilter Senior Data Strategist Sean La’Brooy Executive Group Account Director Jessica Kingsbery Account Director Rikki Schechter Account Supervisor Anna Ferrell Account Manager Ahreana Blair Group Project Manager Christine DiStasio Senior Project Manager Gregory Boone, Jr.
Client Meta CMO Alex Schultz VP, Global Brand Marketing Andrew Stirk Director, Global Brand Marketing Jasmine Summerset-Karcie Manager, Global Brand Marketing Jared Schoening Head of Creative Tom Markham Head of Design Zach Stubenvoll VP, Creative and Experiential Andrew Keller VP, Marketing Insights Rick Malins Director, Marketing Insights Jenn Dahm Marketing Researcher Lia Breunig Brand Strategist Leah McGee Production Strategist Julian Katz Media Strategy Lead, North America Danielle Nichols Media Strategy Manager, North America Kristin Winschuh Communications Manager Monica Ma Lead Paralegal Diane Lau Business Affairs Manager Lauren Judelson Activations Coordinator, NA SMB Advocacy Kalijah Stokes
Production Company Believe Media Director Floria Sigismondi DoP Adam Newport-Berra Executive Producer/Owner Liz Silver Head of Production Vitaly Koshman Producer Nicholas Wrathall Production Designer Jeremy Reed
Mexico Service Production Story Founder/EP Ana Laura Solís President/EP Joe Solís Senior Producer Carlos Estrada Bidding Producer Brooklyn Fecter Production Manager Luis Silva 1st AD Manuel Magallanes Choreographer Andrea Chirinos Stylist Paola Alfaro Art Director Fernanda Contreras
Editorial Final Cut NY Editor Joe Guest Assistant Editor Alyce Muhammad Head of Production/Producer Penny Ensley Executive Producer Sarah Roebuck US Managing Director Justin Brukman
Artwork/Lettering Sawdust Agent Levine/Leavitt
Telecine Company 3 Colorist Tom Poole Color Producer Alexandra Lubrano
Post Production Blacksmith Executive Producer Charlotte Arnold VFX Producers Ashley Goodwin & Anna Toyama VFX Shoot Supervisor Gavin Miljkovich Lead Compositors Robert Bruce & Jake Slutsky Compositors Eric Sibley & Hannah Wilk CG Supervisor Jackie Liao FX Lead Rik Walia 2D Animation Jon Sudarkasa Data Tech Sam Howells
Recording Artist Peaches Producer Ellison Management Cyndy Villano
Music Curation Music Music Supervisor Sunny Kapoor Additional Music Supervisor Lawrence Rothman
Music Track ‘Sweet Cheeks’ by Raf Rundell
Sound King Lear Music & Sound Sound Designers & Mixers Ed Downham & Jack Sedgwick Music Mix Jack Sedgwick
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