Brands are scrambling to amend, remove or rework their advertising because of the coronavirus pandemic that has wreaked havoc with their ad messages, which just a few weeks ago seemed innocuous, clever and funny
By Suzanne Vranica and Sahil Patel March 23, 2020 9:25 am ET Encouraging people to eat cheese dip with their fingers or suggesting they pull back from using social media in favor of bonding in crowded bars isn’t the best guidance amid the coronavirus pandemic sweeping the globe.
Some companies are deciding to stay on the sidelines, either to cut costs amid the crisis or because the products they sell are either not in demand—say, air travel and hotels—or too popular—such as toilet paper and consumer goods—to warrant an ad campaign.“Marketers are asking what ads need to pivot and what needs to go dark,” said Liz Taylor, global chief creative officer of Publicis Groupe’s Leo Burnett.
Miller’s new ad doesn’t “encourage large group or in-bar occasions,” said Anup Shah, vice president of Miller family of brands. Another Martin client, Geico, pulled a spot called “Perfect High Five” that showed a woman high-fiving her co-worker after saving money by switching to Geico. Beyond the obvious deepening health crisis, consumers’ everyday lives have been turned upside down from working from home to coping with social distancing to government-mandated quarantines. In addition, the harsh realities of an economic downturn, which will include layoffs and less money to spend, is also beginning to seep into the psyche of the American public.Matt VanDyke, director of U.S. marketing for Ford Motor Co.
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