Last year Droga5 NY released the “Good Ideas Deserve To Be Found” campaign to celebrate how Meta platforms like Facebook and Instagram have helped people discover new businesses, services and products that aligned perfectly with their interests and passions all through personalized ads.
Now the next iteration of the campaign celebrates small businesses and that moment of discovery when consumers finds a business they love. In partnership with Droga5, director Floria Sigismondi of Believe Media, and Queer icon and Electro-Chanteuse musical artist Peaches, this spot–titled “A (Slightly) Life-Changing Story”–is a tongue-in-cheek musical production that depicts the many good ideas that deserve to be found.
Set changes, ambitious builds and over a hundred extras were used to over-dramatize the world in which we can all find that item or service that perfectly fits our needs–like a really great sponge (Scoop Marketplace) and tasty vegan treats (Bettersweet Vegan Bakery) to a confidence boosting tailor (Eva Joan Repair) and a artistic nail salon that also serves amazing cuisine (Marché Rue Dix). Additional :15s featuring more small businesses will also be rolling out.
CreditsClient Meta Agency Droga5 New York Scott Bell, Tim Gordon, co-chief creative officers; Thom Glover, executive creative director; Paul Meates, group creative director; Ben Brown, sr. copywriter; Ben Muckensturm, sr. art director; Dan Pulito, design director; Calen Chung, jr. designer. Mike Hasinoff, Kathryn Riccio, executive producers, film; Scotty Schuckies, sr. producer, film; Bianca Ocampo, associate producer, film; Mike Ladman, sr. music supervisor; Brad Nayman, music supervisor; Harry Roman-Torres, chief brand strategy officer; Diana Gonzalez, group brand strategy director; Anthony Perez, brand strategy director; Ellie Frame, sr. brand strategist; Isaiah Brown, brand strategist; Andy Littlewood, chief knowledge officer; Robert Hilter, data strategy director; Sean La’Brooy, sr. data strategist. Production Believe Media Floria Sigismondi, director; Adam Newport-Berra, DP; Liz Silver, exec producer/owner; Vitaly Koshman, head of production; Nicholas Wrathall, producer; Jeremy Reed, production designer, Manuel Magallanes, 1st AD; Andrea Chrinos, choreographer; Paola Alfaro, stylist; Fernanda Contreras, art director. Mexico Production Services Story Ana Laura Solis, founder/DP; Joe Solis, president/EP; Carlos Estrada, sr. producer; Brooklyn Fecter, bidding producer; Luis Silva, production manager. Editorial Final Cut NY Joe Guest, editor; Alyce Muhammad, assistant editor; Penny Ensley, head of production/producer; Sarah Roebuck, exec producer; Justin Brukman, U.S. managing director; Artwork/Lettering Sawdust Telecine Company 3 Tom Poole, colorist; Alexandra Lubrano, color producer. Postproduction/VFX Blacksmith Charlotte Arnold, exec producer; Ashley Goodwin, Anna Toyama, VFX producers; Gavin Miljkovich, VFX shoot supervisor; Robert Bruce, Jake Slutsky, lead compositors; Eric Sibley, Hannah Wilk, compositors; Jackie Liao, CG supervisor; Rik Walia, FX lead; Jon Sudarkasa, 2D animation; Sam Howells, data tech. Music Peaches, recording artist; Ellison, producer. Music Curation Music, London Sunny Kapoor, music supervisor; Lawrence Rothman, additional music supervisor. Music Track “Sweet Cheeks” by Raf Rundell; Peaches, recording artist; Ellison, producer. Sound Design/Audio Post King Lear Music & Sound, London Ed Downham, Jack Sedgwick, sound designer/mixers. Research Nickerson Research
Top Spot of the Week: Samsung, BBH Singapore, Director Rhys Thomas Get Fit For A Surf Holiday
Samsung’s new global campaign from BBH Singapore, featuring Samsung Health and Galaxy AI, tells the story of a young professional couple who compete to get fit for a surf holiday.
Titled “A Samsung Health Story: Racing to Fiji,” this film taps into Gen Z’s wellness dilemma and the fact that they can often find health information overwhelming; in particular, BBH Singapore took inspiration from young people who reference their “quarter life crisis” on social media. This film tells the story of Stacey and Steve who decide to go surfing in Fiji, something they did five years ago but haven’t done since they started their jobs. However, there’s one problem: they need to get fitter first.
Featuring a range of Galaxy products powered by Galaxy AI, they rebuild their fitness to prepare for the trip, competing playfully to spur each other on. We see them comparing their Energy Scores (a new feature on the Samsung Health app), recording their runs and swims on their Samsung Galaxy Watches, trying and failing to get fit at work and on their commutes and striving to improve in the run up to the trip. When they get there, however, there’s a fun twist, and the film ends on a cliffhanger.
The ad is expected to be the first in a series, which will develop the characters and their “world” in future episodes. This longform (two-and-a-half-minute) version of the spot delves deeper into the storytelling, in a fresh approach for Samsung’s product campaigns, while the shorter edits focus on driving exposure to specific features.
BBH Singapore also leaned into the entertainment aspect of the spot; it was directed by comedic specialist Rhys Thomas at Stink Films, who has a major TV background. Best known for his work on Saturday Night... Read More