By Nat Ives April 20, 2020 12:01 am ET The most common elements of coronavirus advertising are familiar by now: Piano music, images of empty streets, voice-overs that invoke “these uncertain times,” and company promises to be there for consumers.Sean Haney, a digital marketer at a software company, made an ad compilation called “Every Covid-19 Commercial Is Exactly the Same” after noticing similarities as he worked from home with the television on in the background.
Newsletter Sign-up CMO Today CMO Today delivers the most important news of the day for media and marketing professionals.Marketers have raced to respond to the coronavirus, first by pulling campaigns that it rendered obsolete, and then by creating ads addressing the new circumstances. They are sincere, but moving quickly without the benefit of being able to shoot new creative, Ms. Credle said.
AT&T’s ads also have described its response to the pandemic, such as providing connectivity to temporary hospitals and mobile-testing sites. But consumers are still getting a heavy dose of concern from some brands, and not only on TV. “I did a search in my inbox for ‘uncertain times’ and got more than 50 results,” said Nick Lange, creative director at Nurture Digital Inc., a digital video agency.
“It feels like there’s a template, like a tragedy template,” said Samantha Geloso, a copywriter in New York who created a parody of coronavirus marketing. “Things are pretty crazy right now,” her spoof ad says. “Maybe you’re a little scared. We are too. Scared of losing sales.” Marketers have the chance to move past the somber notes of their initial coronavirus advertising, said Ms. Carter, the AT&T executive.
Source: News Formal (newsformal.com)
The YouTube commercials with unknown celebrities telling people to stay home are awful.
The most insincere messages are coming from The White House
We are here for you. We will take care of you. We understand. Eat Snacky Smores
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