Meta Hypes Personalized Ads With Catchy Dance Track by Peaches
"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.
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:
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!"
CREDITS
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
Research Nickerson Research
