Abstract

Abstract:

Advertising during the global coronavirus pandemic brought significant challenges to marketers who are trained to think in terms of selling to individuals and not fostering community. Early creative executions came off as self-serving and tone deaf. A limited number of advertisers pivoted to messages of giving back in those early days. As COVID-19 wore on, however, somber music and messages of corporate longevity suggesting that companies would be around for consumers after the lockdowns were over prevailed. This time of crisis might have been an opportunity for corporate charity and conscious capitalism to become more widely practiced, but the subsequent messaging suggests otherwise.

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