One of those ephemeral Twitter scandals that end up giving for a couple of tweets before being overshadowed by the new subject of the criticizable moment was the campaign of a clothing brand. The campaign, which had just made public, showed a lot of people rubbing and licking, as gathered media then addressed the controversy.The campaign had a high sexual load, but in the end what made it become controversial was not so much that as what the image supposed in the times of the coronavirus. It was absolute shock advertising, images in which people touched and shared saliva in the days of masks and social distance. In social networks, people talked about what caused them rejection and reluctance.The company insisted that, despite what it might seem, the campaign had been carried out respecting all coronavirus safety measures and also that the announcement was not shock for shock.

“The campaign is simply a Hong Kong Email List positive vision of the future, where people can meet again and get closer to each other,” said CEO Fokke de Jong. Basically, they were trying to envision what the post-covid world was going to be like and selling with that in mind.And perhaps, no matter how controversial this campaign has been and no matter how much rejection it has generated on social networks, that is the path that companies are already adopting in their advertising strategy. The new normal seems very, very far away at street level, but advertising (let’s not forget that it always sells dream worlds) is not so far away.In a way, it’s what television series have been doing.

Many of them have incorporated the corona virus into some of their plots, but most have wiped the slate clean and separated from the pandemic plots, as an oasis of strange normality and as a vision of a day later that many citizens do not end. to imagine. In advertising, the move is not surprising.The evolution of advertising during the pandemic has shown a clear line: from the emotional announcements of the early days and the constant presence of pandemic messages, it has ended up migrating to ignore the issue. Consumers feel pandemic fatigue and are fed up with the disease. Therefore, they no longer want brands to keep insisting on the same issue over and over again. The Christmas commercials made little reference to the crisis, and the Super Bowl commercials focused on humor and nostalgia.Around the world beforeAnd that could be the path of publicity that lies ahead: the ads would be on the verge of anticipating post-pandemic normality and recovering elements that are now prohibited by disease prevention regulations.This is pointed out in an analysis in The New York Times .

If the KFC ad showing people licking their fingers a year ago (and which was the worst-timing ad of the year) ended up in the bug-ad bin, one-year ad is starting. to consider going back to hugs, kisses and short distances.It is not just about ignoring messages that clash with pandemic fatigue, but also the data is telling them that consumers are returning to normal life. As noted in the Times, companies like

Urban Outfitters have seen a growth in demand for dresses and dress clothes versus lounge wear at home, and gym sign-ups or waxing appointments have also risen.From the agencies, they recognize that their clients are already thinking about what can be shown and what not in the ads and are preparing to return to the campaigns with hugs and groups of people.In the end, people want optimism and the return of pre-pandemic life. Brands must respond to those needs. The ads are already beginning to talk about getting dressed again, getting together with couples or the future. To return, even the great campaigns of the aviation companies are returning, which begin to plan actions for the coming months.

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