Masks and social distance: the changes in form that ads

发表于 2022-1-16 16:49:35 | [复制链接] | 打印 |上一主题| 下一主题

Masks and social distance: the changes in form that ads

For brands and companies, the coronavirus crisis has forced them to readjust what they do and how they do it. This implies, among many other adjustments to respond to the new needs of consumers, changing El Salvador Phone Number List its marketing and advertising strategy.In this last field, the announcements have had to be modified as the weeks passed to fit not only with the climate of the moment but also with the fears of the citizens and with the health recommendations. That is, advertising has had to fit not only in theme (with all those special announcements launched these days) but also in substantive issues.It is on this last point that the companies are working right now and on which they are making modifications. Campaigns shouldn't just be moment-sensitive, they have to fit in with the mood of consumers and how they're behaving right now.

Just as in the weeks of confinement, consumers confessed El Salvador Phone Number List on social networks that it "was strange" for them to see the characters in movies and series behaving as normal before the pandemic (for example, kissing, shaking hands with strangers or being in large crowds of people), now the images of the brands must fit with what the consumer is experiencing. Advertising must fit the social moment.That implies changing not only the stories but also what is directly seen in them. Ads must follow certain guidelines and avoid certain scenarios and contexts that will clash with what they are experiencing.At Digiday they spoke with a creative agency, Mustache, about what the background of the ads should look like and about the changes they themselves are making in their advertising content and in the campaigns they are preparing for their clients. The adjustments, in the ads, are similar to those that consumers make in their daily lives.

For this reason, and although the ads live in a parallel reality (and sometimes use images recorded before the pandemic), the images used must begin to take into account the reality of the El Salvador Phone Number List moment and inadvisable behavior. For this reason, in the world of advertising, you also have to wear a mask and maintain social distance. This implies ads with fewer people and the disappearance of certain behaviors and activities.Thus, for example, in that agency they are eliminating the scenes with elevators, putting the protagonists of the ads to share vehicles or those that showed deliveries in person. This last example is linked to an ecommerce ad. The pre-crisis message showed a delivery man happily leaving the product. Now, the ad removes that direct contact and puts a voiceover talking about security.


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