Our Top 10 Favourite Ads Since COVID-19
The novel coronavirus has rocked the world, cratering markets and dominating headlines. No single event has simultaneously impacted the lives of this many people in generations.
Needless to say, these are strange and uncertain times for all, businesses and brands included. Organizations the world over are adapting their communication strategy to match the circumstances, because if one thing is certain, it’s that brands’ messaging must address COVID-19 head-on.
The ads that have best resonated with audiences have not been declarations of discounts or sales announcements - now is not the time for the hard sell. The biggest communication lesson from the pandemic thus far is that empathy trumps opportunism.
The following ads are some of the standouts that we have seen since the world turned upside-down. If we’ve missed one of your favourites, comment below and let us know, or tag us in the ad on social media. We’ll be adding to this list as we hear from you.
STAY HOME OF THE WHOPPER | BURGER KING
A Belgian Burger King restaurant employed some quick thinking and adjusted its classic slogan when the country announced the closure of fast-food outlets. Hopefully enough people have heeded the advice and the stunt has captured more virtual eyeballs than real ones.
PLAY WITH THE WORLD | NIKE
Perhaps unsurprisingly, Nike’s recent social messaging has been elegant and powerful. Not only is their latest post both smart and relevant, it fits seamlessly into their long practice of speaking to all of our not-so-secret dreams of super-stardom.
It’s working, too. Despite the havoc wreaked by the virus in Chinese consumer markets, Nike’s Q3 sales outperformed expectations.
WE’RE IN THIS TOGETHER | STARBUCKS
Despite Nike’s approach, your messaging does not have to be clever to be effective in this climate. Starbucks emphasizes this well with straightforward empathetic communication.
BUSINESS AS UNUSUAL | H&M
H&M’s response to the virus’s spread further illustrates the power of timeliness and grace when facing unprecedented situations.
#STAYHOME | IKEA SPAIN
Ikea Spain’s #StayHome campaign is more highly-produced than our previous examples, but this touching video still has a deeply human message at its core. Encouraging us to re-examine the way we view our living spaces, this ad pays tribute to our homes as we hunker down and spend far more time in them than we ever expected to.
#STELLADIGITALCHEERS | STELLA ARTOIS
This Belgian beer’s #StellaDigitalCheers campaign is a poignant nod to connection with friends and family - a good deal of which is currently confined to webcams and video calls. Rarely does promotional content succeed at being so heartfelt. Cheers Stella!
SEPARATING THE ARCHES | MCDONALD’S BRAZIL
This one was a hit with our graphic design team (Ryan!) - McDonald’s Brazil separated its iconic golden arches in a recent ad to promote social distancing. Simple, and instantly recognizable. Kudos, McDonald’s.
PLEDGE OUR PROFITS | VITA COCO
Some brands will see sizable surges in profits as consumer behavior shifts in the post-COVID reality. As uncomfortable as this may be, Vita Coco’s approach to its burgeoning bottomline is a perfect example of how brands can effectively navigate potential backlash.
SPREAD FACTS, NOT FEAR | MUCINEX
Here’s another favourite from the Blue Orchid graphics department. Mucinex’s ‘Spread Facts, Not Fear’ campaign, illustrated by the renowned Noma Bar, is heavy on top-notch illustration and light on branding - a testament to the idea that less can be more in moments of crisis.
PIANO | KFC
Communication strategy isn’t just about crafting the perfect message, it’s also about understanding when your messaging is no longer appropriate. KFC’s “Piano” was pulled from its UK television spots, due to its jarring incongruence with the day’s best practices for slowing the the virus’s spread. KFC’s long-standing slogan ‘Finger-lickin’ Good’ will understandably have to go into quarantine while we all do our best to keep our hands away from our face.
Send us your favourite examples of how brands are pivoting to meet these challenging times - you can comment below, or connect with us on Facebook, Instagram, and LinkedIn. Don’t forget to check back in with this post, as we’ll be adding to the list with all of your suggestions.
To learn more about Blue Orchid and how we can help you and your brand face this new reality, get in touch today!