TV spots and other advertising right now are mostly wasted.
Consumers view your normal ads for normal products against a backdrop that is not remotely normal. People are shut up in their houses; people are dying. This is not a time to get people to test drive SUVs or open a new credit card or try a new brand of laundry detergent.
Some ads make reference to the times we now live in — like car ads that mention solidarity with the country and the ability to order a car online and have it delivered to you. This is a start. But it’s not much of a start.
In this environment, I saw one ad that hugely impressed me. I was literally on the edge of my couch. One company acknowledged the pain that a group of consumers is feeling — small businesses with a physical presence — and actually promised to help them.
This is marketing in 2020. Watch this. Do you think it will be effective? I do.
I won’t mention the brand — and part of what makes this ad so effective is that that it starts with the emotion, not the hard sell.
What’s your view?