Similar COVID-19 Ads

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Are all COVID-19 ads the same? A digital marketer compiled excerpts from recent ads showing similar images, music, and phrases. He titled his video, “Every Covid-19 Commercial Is Exactly the Same.”

Sean Haney describes why so many ads are the same:

Layoff messaging.PNG

What's the deal? In reality, many companies have found themselves short on cash, almost overnight. They needed to get a message out - and quick. They asked their teams to throw something together. Since they can't film a new ad because of social distancing, they compiled old stock b-roll footage and found the most inoffensive royalty-free piano track they could find. This, combined with a decade of marketing trends dictated by focus groups and design-by-committee, released a tsunami of derivative, cliche ads all within a week of one another. It's not a conspiracy - but perhaps a sign that it's time for something new.

A Morning Consult report offers guidance for companies. From 2,200 Americans at the end of March, we learn how companies should communicate. For example, people say they are more likely to purchase from a company that provides “a public statement about support being given to laid-off employees” compared to other types of statements.

Discussion:

  • What’s your view of these company ads? How do you react when you see them? Do you react differently to different companies’ ads?

  • Read the report. Analyze the audience, objectives, tone, organization, visuals, and so on. What principles of business communication are followed?

  • What else do you learn from the report about how companies should communicate during COVID-19?