Meta Hits the Road with Facebook Marketplace Summer Adventure

With summer in full swing, Meta has partnered with Droga5 to bring new ads to market and launch a Marketplace giveaway series celebrating epic summer road trips. 'Summer Jobs,' directed by SMUGGLER’s Mark Molloy with cinematography by Drew Daniels (Anora), tells the story of Gracie, a young woman finding her dream truck on Facebook Marketplace. She uses the platform to land odd jobs and raise the money she needs to buy it. Just like in real life, her Facebook connections lead to new experiences, kind encounters, and ultimately, to getting that dream truck. 

Accompanying social films directed by Rory Wood via SMUGGLER show examples of how browsing Facebook leads to finding more than you’re looking for. From interactions in Groups to IRL hangs, to funny finds on Marketplace and Reels, the digital ads showcase the ways Facebook helps people make things happen in their time offline. 

Droga5 group creative directors, Amy Werblin and Erika Kohnen said, "Our campaign reintroduces Facebook as the place where you come with something specific in mind - a car, a book club, a guitar - but find the community that helps turn it into something bigger and more meaningful.

"For the launch film, ‘Summer Jobs’, it felt really interesting to us to start with one of the most common searches on Facebook Marketplace, a used car, and bring to life how the story could build from there over the course of a summer, with that pursuit as the starting place. We were drawn to the track, 'Escape,' by Destroy Boys for the way it perfectly fuels the coming-of-age narrative, capturing the restless energy of youth and the drive to break away, chase possibilities, and move toward what’s next.

"As a fast follow to the launch of the film, we’re excited to put a truck like the one from the spot on Facebook Marketplace in a giveaway designed to fuel someone’s summer just like our hero’s is in the spot. This activation brings to life the way Facebook is a place where you always find more than what you’re looking for."

As an extension of the 'Find More Than What You're Looking For' campaign, Facebook is also rolling out a series of digital social assets directed by Quinn Wilson of EvenOdd Studio that showcase surprising reasons to use Facebook - from scoring free furniture through Buy Nothing Groups, to discovering hidden local gems or finding side gigs on Marketplace. The assets feature popular creators including Jackson Olson, Erika Titus, Challan, Chloe Forero, the Pointer Brothers and Hershy who give their authentic hot takes on how one small moment on the app led to finding more than they were expecting. 

This Facebook campaign comes on the heels of Facebook Marketplace’s 10th anniversary. To celebrate, Facebook is hosting a Facebook Marketplace residency in Los Angeles July 23-25th. The pop-up will showcase the most popular categories on Marketplace including cars, fashion, electronics, furniture and décor. It will be open to the public on July 25th offering free goodies, workshops, giveaways and more.

Lastly, the campaign will launch a series of Marketplace drops that illustrate how one action on Facebook can lead to much more, starting with the release of a truck like Gracie’s, packed and ready to go with everything someone might need for the ultimate summer road trip. The listing becomes more than just a product people were searching for - it’ll also be a fully imagined getaway. Throughout the summer, we’ll be dropping more cars on Marketplace, each geared towards what people are already looking for on Facebook, and customised by creators in those fields, like outdoor adventures and fishing trips.