Facebook Finds Reasons to Hope in This Artful, Portrait-Based Ad From the Golden Globes

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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.

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