Facebook is leaning into the small, human moments that still define the platform with its new holiday spot, Secret Santa, a warm workplace tale created by Droga5 and directed by Miles Jay of SMUGGLER. The film centers on an office gift exchange and follows one employee’s mission to find the perfect present using a familiar modern tool: Facebook itself.
The story kicks off with a hopeful twist. A young office worker secretly wishes to draw the name of his workplace crush, only to end up with the boss instead. Rather than panic, he turns to Facebook Marketplace and a little creative sleuthing, browsing profiles and interests to uncover something personal and unexpected. What follows is a charming reminder of how Facebook can still offer insight into the people around you, even in everyday settings.
The spot’s emotional tone is elevated by its soundtrack, pairing a cinematic original score from composer Emile Mosseri (Minari, Kajillionaire) with the gritty swagger of KISS’s Cold Gin. The combination gives the film a playful edge while underscoring the story’s central thrill of discovery. Watch below:
Beyond the film, Facebook is extending the campaign across its ecosystem with seasonal in-product moments, including a holiday-themed logo, custom splash screens, and story templates. The rollout builds toward December 2, when Facebook will debut its first-ever Marketplace Holiday Shop, featuring curated gift collections assembled by creators specializing in fashion, home décor, sports, and electronics.
The campaign also includes real-world activations, with select creators appearing at an in-person event at New York City’s Union Square holiday market on December 14. Media support for Secret Santa spans major college football broadcasts, alongside partnerships with 10 universities and more than 180 student-athlete ambassadors to help drive engagement on the platform.
With Secret Santa, Facebook positions itself less as a tech giant and more as a connective tissue between people, interests, and moments, especially during a season built around thoughtfulness and giving.
CREDITS:
BRAND: Meta
AGENCY: Droga5 New York
PRODUCTION COMPANY: SMUGGLER
Director: Miles Jay
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