Corona reality catches up with many advertisers
The second wave of the coronavirus pandemic makes many advertising campaigns seem out of touch with reality. They depict a world in which the pandemic seems not to exist.
A chat far away from aerosols and face masks: Roger Federer sings his way past Corona on behalf of Sunrise.
Roger Federer singing light-heartedly in a choir, a South Tyrolean garden restaurant where no one wears a mask, neighbors spontaneously celebrating together in the Migros commercial - many of the advertisements that are currently being shown or were shown until recently have little in common with the reality of the recipients. Social distancing, hygiene rules and new forms of social coexistence have shaped their lives since spring 2020.
Strategist Cary Steinmann finds advertising with a neighborhood party "completely off the mark" in the current issue of Zeit, as he told the SonntagsZeitung explains. Migros needs to show more sensitivity here, he believes.
The ad, which shows two men moving into a new apartment, spontaneously inviting their neighbors to an aperitif and celebrating with everyone at the end, could still be seen on the retailer's Facebook page until recently. A spokesperson admitted to the newspaper that the advertising could barely keep pace with the "enormous dynamics of the coronavirus crisis". However, with a few seconds of everyday normality, it was possible to inspire some confidence and hope for better times amidst all the "Corona turmoil."
Sunrise wants to entertain first and foremost
Steinmann sees it differently. "Companies that want to show stories from everyday life have to embrace the new reality. Everything happy-go-lucky doesn't fit now," says the former Wirz executive and APGS founder.
With Roger Federer singing "With a little help from my friends" in relaxed company and without any social distancing or hygiene measures, Sunrise doesn't seem to be hitting the nerve of the times either. No problem, according to the telecoms company. The purpose of advertising is often to entertain people, even if the actions are not corona-compliant.
Companies must adapt their advertising plans
What would be corona-compliant anyway? Cary Steinmann believes that not all actors "have to run around wearing a mask". "You can do it subtly, sometimes an intercut with someone wearing a mask". And Regula Bührer from Rod points out to the SonntagsZeitung pointed out that there are "enough everyday situations without restrictions that can still be shown". In the example of South Tyrol, a hike in the countryside might have been more suitable than a visit to a restaurant.
Bührer also knows why there is currently so little coronavirus reality to be seen in advertising. Many of the campaigns were planned in the early summer, when the Covid situation had eased considerably. "Many companies have to adjust their advertising plans and current campaigns," she says.
This means that Covid-19 is also likely to become more prevalent in the advertising world soon. According to Bührer, she knows of no company that is not discussing how to show the new reality. "You'll see the results in the campaigns for Christmas."
