DAVID reviews

10 January 2018

Hoping for a good ad

by Alice May


Facebook: “World of Hopes” - 60s

Facebook's in-house creative department has assembled a montage of people expressing their hopes for the future in this latest spot for their #HopefulFor campaign. From the personal - 'I have a girlfriend, I hope we stay together' to the hotly on-trend - '#MeToo is just the beginning', it aims to consolidate the message that 'Hope brings us together'.

Directed by Gus Van Sant, this execution ticks all the multi-cultural boxes and is full of the earnest optimism so beloved by Americans. But at its core, it feels - on this side of the pond - hollow and nebulous. Don't we all want 'more love and tolerance in the world', or to have our opinions heard by 'making more noise'? Whatever they're hoping for, we were certainly hoping for something less bland.


Film Production: Iconoclast Ⓦ
Director: Gus van Sant
Music: World of Hope - The Joubert Singers

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