and what, if anything, they want to to say. How they proceed varies from brand to brand, but no one wants to risk appearing tone deaf during a national crisis.
In the early days of the pandemic, Ansley saw companies do things that “felt a little bit ... lacking in meaning,” such as spacing out their logos in a nod to physical distancing. McDonald’s Brazil, for example, separated its golden arches mid-March, but later reversed the decision after facing criticism.
The brands Ansley works with have “taken the foot off the pedal as far as pushing product,” which he thinks is the right move as staggering numbers of people apply for emergency government assistance. Some brands have paused all their advertising in light of the pandemic, while others are trying to figure out if they have something to say, he said.Story continues below advertisement
“That’s what makes it really powerful,” said Ansley. “It’s timely. It is a beautiful message. But most importantly, it just stays true to who they are as a brand.” “There was just such a nice reciprocal generosity and gratefulness that we were like, ‘Oh my gosh, this is so lovely. It’s so Canadian. We definitely want to share this.”As the pandemic unfolds, it’s unclear what the future holds for advertising.
globebusiness And they're not using crews to shoot these ads because we're all locked down. These are re-edited from old footage with voiceover with zero support or consideration for the commercial production crews sitting at home not allowed to work. Your article should mention that.