I saw this ad on YouTube and absolutely loved it. So simple, beautiful, and moving. And that got us thinking: How would we tweak it for Facebook? What's working right now is the combination of sonic storytelling and the pull-back shot. Together, these take us from a familiar scene (a virtual fireplace in a cozy room) to one that's unfamiliar to many of us (homelessness). But on Facebook, things need to happen much faster, or you risk losing your audience's attention. So, if we put that pull-back shot in hyper-speed after the first couple seconds, pare down the copy, and use a super short CTA to drive to a landing page—I'd say we have a winning Facebook ad on our hands!