Facebook is staking a bigger claim on 2020’s video chat boom with newly expanded features—and an ad backed by serious star power.
The 30-second spot, “Pictures” from agency Leo Burnett and Facebook’s Creative X studio, was co-directed by brothers Michel and Olivier Gondry and is set to a cover of The Beatles’ “All Together Now” by Lizzo, recorded specifically for the ad.
The ad announces the launch of Facebook’s Messenger Rooms, a group chat that promises a blend of sharable ease and privacy options.
Created entirely in quarantine, the visually fluid spot shows group photos quickly transitioning into group chats.
Facebook announced and began rolling out Messenger Rooms last month. The feature allows up to 50 people into one group video chat with no time limit. Chats can be shared via links or be kept private.
Leo Burnett was announced as the lead creative agency on Messenger as part of a June 2019 reshuffling of agencies across all of Facebook’s major properties.
While Michel Gondry is the more famous of the ad’s directing duo thanks to his work on Hollywood films like Eternal Sunshine of the Spotless Mind, he and brother Olivier are both frequently found behind the camera for ads from major brands. In recent years, Michel Gondry has directed work for brands including HP, Apple, FedEx and Chobani, while Olivier Gondry directed work for Ikea earlier this year.
The brothers collaborated previously on a 2018 campaign for Las Vegas’ Park MGM resort.
CREDITS:
Client: Facebook
CMO: Antonio Lucio
Director, Messenger Marketing: Christine Purcell
Director, Messenger Marketing: Raul Murguia
Marketing Manager: Minjae Lee
Marketing Manager: Veronica Smith
Marketing Researcher: Lizi Cruz
Marketing Researcher: Jess Gill
Director, Communications Planning: Radhika Narang
Communication Planning Manager: David Jacobs
Communications Lead: Liz Shaw, Lisa Stratton, Bjorn Trowery
In-House Agency: Creative Experiences
Group Creative Director: Cameron Ewing
Group Creative Director: Abdul Wahid Ovaice
Group Creative Director: Tom Markham
Director, Design: Zach Stubenvoll
Executive Producer: Chad Emerson
Content Producer: Tom Gorman
Content Producer: Emilie Talerno
Business Affairs: Nicholas Sempertegui
Director, Program Managers: Adrienne Walpole
Program Lead: Danielle Wilburn
Program Manager: Ally Galston
Creative Director: Thomas Francesconi
Art Director: Sharon Kaye
Copywriter: Daniel Alvarez
Art Director: Eric Stiles
Copywriter: Chaden Goodenoe
Designer: Aleksey Lebdin
Designer: Robbie Reynolds
Designer: James Anderson
Agency: Leo Burnett
Global Chief Creative Officer: Liz Taylor
Executive Creative Director: Adriano Matos
Creative Director: Caio Batista
Creative Director: André Santa Cruz
Art Director: Geraldine Ramirez
Copywriter: Mariana Guarin
Senior Creative Resources Manager: Phoebe Alvarez
SVP Business Director: Kim Sharon
Senior Account Executive: Tukiya Mwanza
EVP Strategy Director: Chris Bridgland
SVP Strategy Analytics: Alissa Coronna
Strategy Director: Casey Gilford
Community Management Director: Jenny Lapp
Senior Community Manager: Sean Logan
EVP Director of Production: Mike Davidson
SVP Executive Producer: Juan Woodbury
Producer: Laura Perfect
Producer: Elizabeth Ritten
SVP Director of Production Operations: Michael Shanahan
VP Director of Production Consultants: Ray Swift
Senior Production Consultant: Mike Bilbrey
Senior Business Manager: Zorica Beuk
Business Manager: Anne Paganini
Senior Talent Manager: Kara Finley
VP Celebrity Services Director: Peggy Walter
Production Company: Partizan
Michel Gondry, Director
Olivier Gondry, Director
Lisa Tauscher, Managing Director / Executive Producer
Kelly Martin, Head of Production
Raffi Adlan, Producer
Shawn Kim, Director of Photography
Maxwell Orgell, Production Designer
Mandy Moore, Choreographer
Editorial: Final Cut
Jeff Buchanan, Editor
Dillon Stoneburner – Editor
Suzy Ramirez, Executive Producer
Ana Orrach, Head of Production
Special Effects: The Mill
Glyn Tebbutt, Creative Director / VFX Supervisor
Anastasia von Rahl, Executive Producer
Erin Hicke, Senior VFX Producer
Telecine: The Mill
Matt Osborne, Colorist
Blake Rice, Producer
Framestore
Beau Leon, Colorist
Andrew McLintock, Producer
Music Supervision:
Peggy Walter and Juan Woodbury, Leo Burnett
Maxwell Gosling, little ears music
Chris Clark, Squeak E Clean Studios
Audio: Formosa
John Bolen, Mixer
Hermann Thumann, Assistant Mixer
Lauren Cascio, Executive Producer
Creative X Production Partners
Production Company: Missing Pieces
Executive Producer: Kate Oppenheim
Director: Mia Lidofsky
Head of Brand Engagement: Arelys Perez
Line Producer: Greg Jones
Head of Production: Rebecca Davis
Editorial/Animation Company: Hornet
Creative Director: Daniel Fries
Editor: Hedia Maron
Editor: Anita Chao
Animator: Monica Eunji Kim
Executive Producer: Cathy Kwan
Producer: Alliah Sophia Mourad
Associate Producer: Riley Spencer
Color/Telecine Company: RCO
Colorist: Derrick Yuen
Executive Producer: Seth Ricart
Producer: Sheina Dao
