TV Commercials in the Time of COVID
Communication Arts

TV Commercials in the Time of COVID

August 11, 2020

The COVID-19 pandemic was quick to uproot almost everything we had become accustomed to in our day-to-day lives. TV commercials were not spared.

As we look back to the beginning quarantine to now, we can follow the shifts and pivots that brands have been forced to take as they’ve responded to the global coronavirus catastrophe. It’s clear that some brands have hit the mark, while others have not. It’s also clear that every single ad we’ve seen that addressesCOVID-19 looks strikingly similar.

Communication Arts contributor, Ellen Shapiro, offers an interesting perspective on the topic through interviews with various agency leaders. Her interview subjects range from leaders of production houses, healthcare agenciesand creative shops to global worldwide holding companies.

At this time, the struggle around creating compelling ads while working from home, finding an empathetic tone and being politically correct remains for those of us in the creative industry. How we continue to evolve will be trend worth tracking.

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President Jon Katinsky elaborates on why we’re leaving our old brand behind...

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