The coronavirus crisis has brought film shoots as we know them to a halt, spawning a new genre of ads with trademark features such as user-generated content and shots of empty streets.
While many of these have started to blur together, Facebook’s execution stands out. Despite the creative constraints, "Never lost" reveals a careful level of craft. It is most elevated by the track, a spoken-word piece by British poet Kate Tempest.
While the brand has rarely inspired love amid recent controversies, Facebook manages to capture a true emotion during this period of isolation and remind people of the power of connection.
Title Never lost
Agency Droga5 New York
Creatives Paul Oberlin, Oscar Gierup, Josh Dimarcantonio, Stacy-Ann Ellis