CC2: unlocking wit and unleashing billions
Our update on Covid-19 campaigns, as some governments begin to ease restrictions.
As lockdowns begin to be tentatively and very gradually lifted in some parts of the world, the industry is also loosening its response to the pandemic.
This means that in Sweden and Denmark, for example, film shoots are once again permitted. The photo above was released by Hobby Films, and shows a socially distanced PPE equipped set in early May with director Oskar Bard.
The crew’s face masks and gloves may be with us for a long time to come, but there are signs that both strategists and creatives are beginning to look beyond the initial shock and drama of the pandemic.
Sombre music, emotional montages and holier-than-thou voiceovers may still be the most common thread, but these are very slowly giving way to more positive, if restrained, messaging.
The Coors Light commercial (above) by DDB Chicago takes the view that throughout US history bloody revolution, economic catastrophe and even global pandemics look a little better with a beer.
It’s part of the #coulduseabeer campaign that evolved from a photo (below) of 93 year old Pittsburgh resident Olive Veronesi.
Coors sent Olive 150 cans of beer, and the rest is history, as they say.
Even the serious message of social distancing is gradually being imbued with more joy and imagination.
In Canada, agency John St. produced this music video (below) for discount supermarket chain No Frills. Within a techno music video style the message is to stay ‘a cart apart’ in supermarkets.
It’s the polar opposite of many films we’ve seen, and that’s no bad thing. Currently available on YouTube and soon to launch on Spotify and iHeart radio, No Frills will donate $1 to charity (up to $50,000) for each stream or download. Enjoy. We did.
Another campaign aimed squarely at a younger audience tackles the mental health issues resulting from the pandemic. Seize the Awkward by Droga 5 (below) again takes a music based approach - in this case rap - and hardly mentions the lockdown or virus.
Directed by Kristian Mercado Figueroa, the film sees the rapper Akinyemi guide viewers through different ways they can reach out and start conversations with their friends.
Digital stars Addison Rae, Avery Cyrus, Bryce Xavier, James Henry, The McFarlands, Meghan Trainor, Molly Burke, mxmtoon and brothers Zach Valentine and Pat Ramirez all making cameo appearances.
Produced for the Ad Council to coincide with Mental Health Awareness Week, this latest film in the Whatever Gets You Talking campaign is in response to a study that found young people have reported feeling more negative emotions related to Covid-19, compared to older adults.
Talking of awkward conversations, how’s it going with all your Zoom meetings?
Well BBDO NY have found a less stuttering use of the ubiquitous meeting app for their pet food client Pedigree.
Dogs on Zoom (below) taps into the popular video conference platform to let people meet and adopt dogs from the safety of home.
You can meet dogs, ask questions and apply for adoption, all completely contact-free, simply by joining a Zoom meeting.
Some might argue that the canines have got the hang of this technology better than many humans. They certainly know how to use it to their advantage.
Over in France, as the country emerges from lockdown, it should come as no surprise that food is top of the agenda.
In our last report (CC1) we featured a Burger King ad showing people how to make DIY versions of their Whopper.
Now in this upbeat Burger King ad by Buzzman (below), well-known comedians from previous campaigns look forward to the chain re-opening for drive-thru and deliveries.
It’s lighter and more brand focused than anything that could have been produced in France even a few weeks weeks ago.
As the crisis evolves, creatives are having to respond almost instantly to capture the mood and help brands adapt messaging.
This campaign (below) from TBWA London for HUN, a newly launched wine-in-a-can, takes a light-hearted approach, bemoaning the lack of an audience for its OOH campaign.
We don’t in fact know whether this was led by opportunistic media buying, or a fast response to London’s now almost empty streets. But it’s fun, brave and strikes a typically ironic British tone.
As for the quality of the wine, we couldn’t say.
Finally, we couldn’t let pass the fact that the Dettol #HandWashChallenge on TikTok has now achieved over 100 billion views.
Yes, we did say over 100,000,000,000. Astonishing.
Who knew that many people didn’t know how to wash their hands?
Cresta has introduced a free-to-enter Covid-19 category as part this year’s new Healthcare section of the awards. Work in any related area and in any medium will be accepted for submission.
