A few days ago, a friend passed a screenshot of a topic that Google had recommended in its news section that may interest you on Android. The headline promised to reveal why this year the classic Christmas advertisement for El Almendro was not being seen. “It’s obvious, isn’t it?” He asked in the WhatsApp group to which he had uploaded the image. And, although it may seem simplistic, that screenshot and that comment were the perfect summary of 2020 in advertising terms.This is the year in which the ads, whatever they are and what they are about, have been affected by the coronavirus. Even in those brands that have not advertised related to the coronavirus, the covid-19 has been ultra-present.At all times, you had to think about how the viewer would see all this and everything had to be shot in a covid-friendly environment. 2020 has been the year of DIY for advertisers. The commercials have come to have to be filmed using the family or sending materials so that their protagonists could do their work from home.But, above all, the evolution of the disease has marked how advertisements have changed and what their dominant themes have been. In a way, the crisis marked a return of the tearful and emotional announcement, especially in the first moments. Even so, the thematic cycles have been very fast and brands have had to adjust to the changes at an equally devilish speed. The themes that have dominated in the early days have little to do with what has dominated now.The announcement, in the year of the coronavirus, has gone in phases.The first ads and the question of whether to advertise or not The crisis came and swept. In February everything seemed distant and even as Italy was plunging into chaos, the rest of Europe continued to look as if it were not with them. For this reason, for brands and companies, everything that the coronavirus crisis entailed was a blow for which they were not prepared.

They weren’t in their operations Peru Email List and they weren’t in marketing and advertising.Many companies did not know what to do: were the ads still acceptable? Consumers made it clear that they did (multiple studies and statistics were made about it) but even so, there were many brands that shelved their campaigns (the most notorious, Coca-Cola) and canceled the ads. Others knew how to read the situation better and understood that they had to be there for their consumers.Thus began the first campaigns outside of institutional advertising. In addition to social media marketing actions, the first ads appeared. They were positive and focused on staying home.The boom in emotional advertisingAfter that, came the emotional publicity.

The ads focused on essential workers in a heroic way, on the common good, on working together and on solidarity. They were exciting and emotional campaigns, filled with piano music and phrases that were meant to be catchphrases in times of crisis. The keywords to describe them were emotions, optimism and heroism .It did not matter which sector was the one that was advertised (one of the great virals was a Bankinter campaign with a song so recognizable that people asked where it had come from) because the same keys could be found in all of them. The brands appealed to unity, we will do it together and together.The first campaigns that followed that line had a very positive echo, but since everyone began to follow that booklet, those messages burned very quickly.

The clichés of coronavirus advertising had taken hold , no longer having an effect, and forcing brands to think outside the box.And thus the end of the life cycle was reached : consumers were beginning to show signs of exhaustion and were tired of excess information. The mirage of the so-called new normal of the summer made, in fact, that the announcements were also very normal. The summer campaigns used all the cliches from every year , like the pool and sunscreen.The end of the ad-covid, but not quiteAfter the summer – and beyond the institutional advertising that continued to send messages and more messages about the coronavirus – advertising continued on its usual path. The large actions were linked to specific moments on the calendar, although in them the coronavirus did not disappear completely.

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