Trend Report 108- How The Marketing World Is Responding To The Covid-19 Situation

In our ever accelerating times, keeping ahead of the latest breaking news and trends from the world’s of fashion, music, film, art, tech, activism, is a time consuming daily challenge. Sure the information is all out there, but it is a time consuming ordeal to scan all the necessary sources. As Darwin said survival depends on how quickly you can adapt.

The future belongs to those who prepare today.

In this PODCAST #108 I take a look at brands in the time of crisis.

Around the world, businesses as well as people are feeling the effects of the Lockdown. The airwaves have seen a rush of brand ‘PSA’ style ads. Literally hundreds of the world’s biggest brands have released rushed Covid-19 inspired ads.

I have collated a number of them in this link attached. And guess what, the ads are eerily similar.

These response videos are eerily similar. *Cue somber piano music* and storyboard main messages.

When a company or brand releases a Coronavirus Response ad, they might tell you that we’re living in “uncertain times”, but that “we’re here for you”. They may say their top priority is “people” and “families” by bringing their services to the “comfort and safety of your home”. And don’t forget: “we’re all in this together!” #together

What’s the deal? What did Global brands Inc do ? They needed to get a message out  – and quick. Reminding people that they are still here, have been here for a long time, hinting that they will still be around after the crisis. In reality, many companies have found themselves short on cash, almost overnight. Many famous brands like Virgin Australia are declaring bankruptcy. And who knows how many are to follow in suit. Imagine the retail brand chains who were hanging on before the crisis, and surely like aviation, Hotels, hospitality will be right behind them. It’s rumoured that Trump’s Hotel and Golf Course empire is desperately looking for new investors to stay alive.

So when you look at the ads, clearly they were rushed out. The brands asked their creative teams to throw something together.

Since they can’t film a new ad because of social distancing, they compiled old stock b-roll footage and found the most inoffensive royalty-free piano track they could find. This, combined with a decade of marketing trends dictated by focus groups and design-by-committee, released a tsunami of derivative, cliche ads all within a week of one another.

I kind of think a bit of insight from these highly paid expert teams might have tried to take the moral high ground and insert a bit of an Awakening message, like this one below.

But maybe that might be a stretch too far from some of the big global brands.

What do you think? Given all the ads seem to be nearly identical, was it even worth the money? But clearly this crisis is reaching it’s way into every part of our business and personal lives.

Prepare to see a lot of big established brands go the way of Virgin Australia.

FIB TREND REPORTS: 

Charles Darwin said “It Is Not the Strongest of the Species that Survives But those Fastest to Adapt”

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