Facebook Looks to ‘Lift Every Voice and Sing’ During Black History Month TV Spot

The new 60-second ad in the More Together campaign will debut during the NBA All-Star Game

A still of students singing in a school hallway
The spot was created by the Facebook Creative X team. Facebook
Headshot of David Cohen

Facebook is marking Black History Month with the debut of a 60-second national TV spot during the National Basketball Association All-Star Game on TNT Sunday night.

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The long-form version of Lift Every Voice and Sing debuted on the company’s social channels Wednesday.

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Facebook said the spot was created by its Facebook Creative X team, and it is part of the company’s ongoing More Together campaign, which also featured creative executions during the 62nd Annual Grammy Awards, Super Bowl LIV and the 92nd Academy Awards.

In the new spot, “Lift Every Voice and Sing”—which is often referred to as the “Black National Anthem”—is sung by rising American girl group June’s Diary, joined by singers from various Facebook groups connected via their shared interests and experiences and “exhibiting their commonality around creating black history through a modern lens,” a Facebook spokesperson said in an email.

The social network added that the spot was filmed in a school “to show reverence to the voices of the past, the voices of the present and to signal the promise of future generations of black Americans,” and the song’s performance shows how everyone’s voice matters in creative a movement to change society, from Martin Luther King Jr. to lesser-known people today.

June’s Diary was founded by Destiny’s Child’s Kelly Rowland and choreographer Frank Gatson.

The Facebook groups that are featured during the spot are: African American Art Song Alliance, Black Artists Movement, Black Fitness Fanatics, Black Teachers Rock and Our Black Legacy.

Facebook said it will continue celebrating Black History Month by sharing stories of black group members and creators and how they use social platforms to come together around shared interests.

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david.cohen@adweek.com David Cohen is editor of Adweek's Social Pro Daily.
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