Chances are, you're still living a largely quarantined existence. But advertisers want you thinking about what's next—and what you'll be buying.
At a rapidly accelerating rate, brands are starting to focus their new ads on positive images of lights coming on, doors re-opening and life returning to normal. Today alone, we saw such work from Nescafé and Mini.
The trend is understandable, and campaigns that lean too heavily into messages of "we're all in this together" already seem dated. Given the staggered rollout we're likely to see around the world as quarantines end, getting "welcome back" messages into the marketplace now makes a lot of sense.
But that doesn't mean it's a strategy without risk.
Campaigns that get too optimistic too quickly risk backlash as some communities see spikes in Covid-19 cases from crowds emerging en masse from quarantine and going right back to being social—without the distance.
So marketers have to find a balance of being timely without going all in on overnight recovery. We shall see how well they walk that line.
David Griner
Creative and Innovation Editor, Adweek
David.Griner@Adweek.com
Please consider supporting our journalism with an Adweek Pro Subscription and gain full access to all of Adweek's essential coverage and resources.
