If you thought marketers faced a tough messaging challenge at the onset of the Covid-19 quarantine, it's likely nothing compared to the phase coming next.
With the word "reopen" quickly becoming a political lightning rod, marketers have to tread extremely carefully as they try to get consumers thinking about a future outside of their own homes.
Brands that stick with "stay home, stay safe" messaging will look prudent to the point of lethargy if they don't start to shift forward a bit. But those who rush to appear "back open for business" will appear rash and irresponsible.
So how does one walk such a line?
French supermarket chain Intermarché and its agency Romance (sidebar: is there a more French agency name?) take an impressive swing at it with a new spot called "Je Désire Être Avec Vous" ("I Want to Be With You").
The quietly evocative ad shows the camera approaching various doorways, making you feel like you're ready to head back into the world—or invite loved ones in—at long last.
But the ad notably stops short of opening the door. That might seem a subtle distinction, but it's an important one. The ad's closing message is one of "We'll be there" rather than "We're here now, come on down."
You can expect to see a lot more of this in the days and weeks to come. Brands will look for an oblique but positive path forward, trying to seem optimistic but not opportunistic.
Let me know as you find such ads in the wild—and whether you think they've walked this line effectively.
Until then, I'll be playing it safe inside (but dreaming of that first coffee I won't have to brew myself).
David Griner
Creative and Innovation Editor, Adweek
David.Griner@Adweek.com
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