When we had not been locked up at home for more than a week, in full confinement against the coronavirus in Spain, the first special advertising campaigns began to appear during the coronavirus. Beyond the campaign of the Ministry of Health, of dissemination and awareness about the risks of the disease, some brands began to create their own spots.Gadis, Orange or Ikea were among the first brands in Spain to launch special audiovisual advertising campaigns, with advertisements that insisted on staying home and complying with what was recommended. The good would return later. In social networks, companies followed the same trend, filling their profiles with recommendations and health advice.The pioneer brands set a tone, one that other pioneer brands were also setting in the other countries affected by the pandemic. At the beginning of April, the dominant trend in ads during the coronavirus was to focus on heroism and optimism and to bet on emotions. The campaigns sought to thank essential workers, convey optimistic and united messages, and use sentimental and emotional songs.Perhaps the best example of this last point is the music of the Bankinter announcement, Those moments will return. The song became a viral milestone, possibly more viral than the ad. The lyrics were by Leandro Raposo, from the Sioux Meet Cyranos Agency, and the singer ELE (Elena Iturrieta). As of April 14, the ad had more than 1,500,000 views and the song was number one in searches on Shazam in Spain. People wanted to know what song was that that made people cry in a bank advertisement.The idea of getting excited, making us cry, was dominating everywhere.
In fact, coronavirus advertising already has its own list of clichés , as demonstrated by a creative Pitcairn Email List who combined advertisements from English-speaking countries in a single video to show that they all said the same thing. Piano music, the same keywords and the same promise of ‘we’re there’ – they all have this in common.This commitment to these elements, which are used in the United States and the United Kingdom, but also in Spain and possibly in all countries in crisis, has ended up making all the ads look more or less the same. If brands have not been among the first to launch ad campaigns and to stand out, their ads are likely to end up lost in the mass of equal campaigns.For this reason, perhaps, the time has come to give a new twist to the coronavirus announcements. Advertising campaigns in times of pandemic may need to move to the next phase now.
Humor against coronavirusAnd that phase could be that of humor. As they point out from CMO of The Wall Street Journal, it is a risky move. Brands may need to understand their consumers and market very well before taking the step. At the end of the day, using humor and laughing at the situation and what has changed in our lives can only work in those markets where the hardest phase has already passed and is entering a de-escalation.The example that has already appeared and that has already jumped to the specialized press in advertising is that of the last campaign of Rossmann, a German drugstore chain.
The campaign plays on the idea that there are now ‘disco’ doormen everywhere, as they recall on AdWeek , and with the obligations of social distance when shopping. The result, they point out in the middle, is a funny ad, which respects all the rules of purchases in the times of the coronavirus.In addition to humor, the campaign adds another of the points that consumers expect right now from brands. The doorman is a popular rapper in the market and the company has linked the campaign to an action in support of the nightlife industry, with donations to an organization linked to supporting workers in that market (who have been out of work during these days).