We saw some research recently that put public reaction to COVID-19 into four phases.
Shock, Fear, Fatigue and Future. The problem from an advertising standpoint is that we go through these phases at different speeds and we can drift back and forth. That makes it hard to determine exactly how to address the circumstances creatively. Most advertising has tried to be a comfort. Variations on the theme, “We’re all in this together,” have been ubiquitous. Brands, for the most part, have not been extolling their products. It’s not about how good a pizza you make, it’s about the fact you make pizza deliveries. This has been a good approach that’s rapidly overstaying its welcome. The research shows we’re tired of it. Many are in the fatigue stage. That doesn’t mean we don’t take the situation seriously. It means we now have permission to laugh.
Humor Me
Generation Z, X and Millennials are tired of the wall-to-wall coverage of COVID. Like everyone stuck inside, they’ve been binge watching streaming services to escape. Advertisers aren’t going to grab their attention, or allay their fears with somber messaging. Right now, 60% of Millennials and Gen Xers say they are open to trying new brands. You are more apt to get them to listen with light hearted messages, and humor. Obviously, you can’t turn the Coronavirus into a punchline but you don’t have to address it in every television, radio, or print ad you run. You can promote a product that would be very timely at the moment, but you don’t have to say why. Consumers will get it.
The Light at the End of the Tunnel
The Future phase is, by its nature, the most difficult to predict. We don’t know what’s ahead. Creative solutions will have to provide a “light at the end of the tunnel,” feel without definitively describing the “New Normal.” This may be one of the few times in history that a television commercial for a restaurant shows empty tables.
The creative approach has always adapted to the times. The aftermath of 9-11 gave us commercials that were poignant and patriotic. In today’s COVID climate we are ready to transition from poignancy to positive.