As a whole, my project is centered around advertising. Specifically, my essential question aims to investigate what makes a successful advertisement, along with what constitutes that success. To me, this topic has always been one of particular interest: studying advertising is compelling, inspiring, and thought-provoking. While I still feel this inspiration, the coronavirus has given a new meaning to my project. Specifically, it has shifted my overall learning experience of the advertising industry. No longer do I solely think about the beautiful success of an advertisement. Now, I must think about the looming reality that the industry is facing major shifts and new challenges due to COVID-19. I am no employee of the ad industry, but I do think it would be quite easy to feel down about these new challenges.
With that being said, it’s important to look at the flipside. One can look at these challenges with optimism, viewing them as an exercise to push innovation and new creative thinking. Today I had a short conversation with my mom about the industry, and she shared a similar optimistic point of view. She said, “We are going to learn a lot [from this time] about ways to be innovative and resourceful.”
Ad agencies are already trying to adapt to this climate. On the production side, they are thinking of creative ways to shoot commercial footage from home (since traditional production is on hold). As far as messaging goes, most advertisers currently seem to be centering their ads around the coronavirus. One could say brands are currently ultra-sensitive to the coronavirus, which comes at no surprise considering “advertisers will always try to reflect and influence our cultural moment” (Vox News Article).
This previously cited article is one of the best I’ve read this week. In the article, writer Meredith Haggerty poignantly highlights the especially personal side of advertisements right now. She writes that “Many companies are aiming for a message of explicit goodness, speaking to our sense of community and social responsibility.” She also highlights an observation that I resonate with: “the Covid-19-aware ads feel surreal…and the sheer volume of them is overwhelming. Pizza chains promise not to touch your pie, telecommunications companies pledge to keep us connected…” In addition to these examples, Dove’s new commercial, “Courage is Beautiful” is surreal.
(Click on photo to view commercial)
Dove’s commercial demonstrates just one of the many company’s that are molding their messaging to fit the coronavirus climate. Additionally, it shows that this time period is forcing companies to be more honest, relatable, and culturally sensitive than ever.
At the end of the day, all company’s main motive is to sell a product. However, 21st-century advertisements like Dove’s show an emerging change in the role of an advertiser. In today’s world, we are starting to see that advertising can and does have a larger impact than just selling a product. It’s about promoting a message and highlighting social issues. It’s about educating and informing. It’s about being purposeful…the keys to modern-day success.