It’s fair to say that the period during COVID has been a very difficult time to navigate for brands.
The usual rush to jump on the bandwagon and put out content that resonates with audiences was, for once, put on hold. Instead, many brands realised that this was not the time to drive hard sales. This was the time to come together, celebrate our heroes, and reflect on the good. So with this in mind, I’ve scoured the internet for the best campaigns I’ve seen (so far) that took on the difficult balancing act of being present in the minds of their audience and providing content that reflected the times we live in.
ITV's The People's Ad Break
This was a beautiful and creative idea that brought families together and warmed the hearts of viewers. These homemade adverts for the likes of Honda, Weetabix, and Walkers brought a huge smile to our faces, and shows just want can be produced with some creativity and willing actors!
If anyone has an interest in the great adverts of the past (no? just me?) then you’ll know Budweiser’s ‘Wassup’ - well they brought it back and thanks to some clever audio dubbing they made it relevant to everyone sat at home, chilling and having a bud since they have nothing better to do! Great ad. Bit of fun and lightened up a few people’s days!
BBC Oneness Idents
Strictly not a campaign but worth an honourable mention are the BBC idents that have been gracing our TV screens. These idents show a number of people 'social distanced' via vertical frames all performing or interacting. It's a great representation of being together whilst being apart.
These are some great examples of how even in the hardest of times video can be used as a tool to bring people together and envoke emotion.
Hope everyone is staying happy, healthy and safe!