As the pandemic of early 2020 unfolded I noticed that the commercials on television quickly changed from enticing viewers to do one thing or another to educating viewers on what they’re doing as a result of the pandemic. Well and good until I realized that they each sounded the same. It seemed as though they all begin with piano music, sad piano music, followed by verbiage on most commercials that all sounded very similar. If this were a college English class, all of the writers would have received an ‘F’ for plagiarism.
Once I noticed this phenomenon the more prevalent I realized it was. Did the quarantine make all advertising creatives non-essential? Was there just one person writing copy for all the advertisers? How were they pitching their ideas to the clients? I imagined a boardroom with executives sitting around as an agency sales rep pitched an idea for a pandemic appropriate commercial….. ‘The ad will begin with sad piano music, then we’ll bring in a somber voice-over as we show families at home. We’ll remind everyone that were in this together and we’ll get through it together. We’ll tell them that we care and that we’re here for them….’ The executives think that sounds good and approve production. Wash, rinse, repeat, it seems, at every boardroom in America.
I mentioned my observation to my husband. He found this article on forbes.com. Apparently, I’m not the only person who noticed that advertising creativity is yet another victim of COVID-19. And while I am impressed with how quickly advertisers pivoted their messages, I find it quite odd that they all came up with the same words and delivery.
@avi_dan thank you for putting the video together. It reflects exactly what was in my thoughts and proves that it wasn’t just my imagination. Although, a little imagination would have been greatly appreciated from the Creatives.
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Thoughts that are alien to any of my other projects can be found here.