-Our mission to help you feel safe has never had more meaning.
-A message makeover marking the times.
-Never touched after.
-The touchless delivery and pickup process to keep you safe.
-Big companies changing ads, and changing them fast,
keeping up with coronavirus.
-We know it's tough to travel right now.
-For advertisers, it's a time to be careful.
Let us help take care of you.
-Many of them have adopted a strategy
of story-doing versus storytelling,
and that difference is very profound because
what it does is it recognizes that consumers need help.
This is not a traditional time
to be hawking products and services.
-Does the message that we're contemplating
or what we are contemplating deliver on what I call HHU,
which is "Is it helpful?
Are you being human when you communicate?
And is it useful?"
And if a brand cannot achieve,
you know, HHU, then don't advertise.
-Today -- -The speed of the virus,
how it's disrupted business,
has ads made on the fly without the usual polish
for a $200 billion a year business.
♪ - Lean on me -From ♪ the Perdue family
to the people who bring food to all our families --
-Allstate's been helping customers
overcome catastrophes for 89 years.
-Company leaders are making their own ads by doing selfies.
-I say thank you.
-For some, it's simple text on screen.
-Always.
-Keeping our drive-thru window open.
-And a reliance on user-generated content,
all telling a 30-second story.
-Let our drive-thru help you get through.
-From Taco Bell eaters.
-I'm Kenneth Tencio, and this is not easy.
-To Olympians, to NFL players. -Get through it together.
-And I know we're gonna get through this together.
-Stay strong, and stay safe. -Some of the spots,
the production quality is not there,
and yet the message is not lost, right?
The tonality is not lost.
They're spot on.
And so, we have a forgiveness right now of
maybe not perfect production in a time like this.
♪ - Why you so negative? ♪ -This TikTok video
from Procter & Gamble with a distance dance,
targeting a younger audience, generating more
than 8 billion views. -
♪ XL For these lonely ones ♪
-With almost everyone at home,
ads for food delivery are in heavy rotation.
-And making the food as delicious as ever.
-More than ever, your home is your sanctuary.
-Along with automakers promising home delivery of a new car.
-And effortless transaction.
-But not all messages are the right one for a time like this.
In the UK and Ireland,
KFC dropped this ad with people licking their fingers.
At Hershey, hugging was out, a series of spots
replaced with ones just about candy bars.
-Hershey's.
-With the feed and supplies you absolutely need.
-Expect to see more ads that promote community ties
and tug at the heart.
♪ - Oh, oh -After the 9/11 ♪ attacks more than 18 years ago,
spots appealed to patriotism and the common purpose as a country.
-Those who are there when we need them.
-Coronavirus will change how marketing is done.
-Purposeful marketing, I think,
is really gonna spike following this
because when you create that core authentic relationship
with the consumer that is about being both a force for good
and a force for growth,
you now have the ability to engage the consumer
with a level of believability that perhaps your brand
and business didn't necessarily have before.
-As for companies looking at ad-spending
in these hard times -- -Don't cut your budget.
When they do cut, what we do see is that there's not only
a slow-down in revenues during the recessionary period,
but also up to three years beyond the recession period.
-A shakeup of the sprawling business of messaging
happening in front of our eyes.
-Whoo! -Whoo!
-Dunk it! Yay!