含羞草社区

We masked up.聽 We quarantined.聽 We crooned 鈥渉appy birthday鈥� to our loved ones through computer screens.聽 For two long years.聽 During this time, we saw images of the coronavirus pandemic on the news, heard about it on podcasts, and even watched it weaved into our favorite TV shows.聽 We were literally, surrounded by it.

TV shows filtered the pandemic into scripts through the eyes of masked main characters and covid-focused storylines.聽 Corporate giants like Audi, Coca-Cola, Volkswagen and McDonald鈥檚 altered their logos to encourage social distancing.聽 Budweiser beefed-up vaccine awareness with its Reunite with Buds giveaway rewarding 10,000 responders with a $5 virtual debit card (to use towards a beer out with friends, of course) after uploading their vaccination selfie.

EXTRA Gum鈥檚 euphoric ad depicted the possible beginnings of a post-pandemic celebration.聽 The spot showed shuttered in, virus-wary people awakened by a radio deejay with news that the pandemic was over, and they can venture out of their quarantine cocoons.聽 Emphatic, yet cautious, they peek their heads out into the real world again.聽 After grabbing their pack of EXTRA gum (fresh breath is needed for the impulsive kiss or two after all) they venture forth unanimously, celebrating their new welcomed reality while Celine Dion鈥檚 power ballad 鈥�It鈥檚 All Coming Back to Me鈥� plays in the background.

This euphoric ad aired in spring of 2021 while the pandemic was still in full force.聽 The spot echoed the desires of many people at the time 鈥� to escape their homes, dust off their cars, shave their overgrown beards, come out from under a pile of take-out pizza boxes and simply GO OUT.

 

Hopefully, Gleefully and at Times, Euphorically

Two years after the pandemic began, the advertising climate has changed. And the reasoning is clear.聽 The viewers have lived this virus.聽 Many just don鈥檛 want to be remined of it.聽 Every day.聽 A majority of Americans say they feel 鈥渨orn out鈥� by how the pandemic has impacted their daily lives, and nearly 50% feel 鈥渁ngry鈥� about it, according to the latest

Without a doubt, a noticeable shift has been made. 聽聽An optimistic move forward that doesn鈥檛 claim that we鈥檙e positively post-pandemic, but just that we choose not to allude to pandemic-ness in advertising for the most part.聽 Hopefully, gleefully, and, at times euphorically advertisers have forged ahead in portraying a less virus-intrusive world.

Meanwhile, Behind the Scenes. . .

Behind the scenes, the pandemic is still a force to be reckoned with. 聽The production crew is masked up in accordance with CDC guidelines.聽 People on set are doing their best to stand six feet apart and certainly not holding hands and sharing water bottles.聽 What they are filming, however, is many times a fantasy-world far removed from our current reality.

In 2022, some advertisers feel as though their responsibility to stress safety has lessened.聽 鈥淎t this point, people have all the information and they鈥檝e made [the decisions] they鈥檙e going to make, and those attitudes and those beliefs have been calcified a little,鈥� Mark Koelfgen, executive creative director and copywriter at David&Goliath told Marketing Brew.

Not Forgotten, Just Not Focusing

That鈥檚 not to say that advertisers have forgotten about the pandemic.聽 Many are just not focusing on it.聽 In May of 2022, it was reported that the average person will see a combination of 10,000 online, offline, digital and traditional ads a day.聽 Advertisers have moved away from reality and instead, are portraying a happier side of life.

In 2022 consumers want inspiring products and experiences that spark joy and offer a break from the ongoing uncertainty of the past two years.聽 In the words of one of Forrester鈥檚 ConsumerVoices Market Research Online Community (MROC) member, 鈥淚鈥檓 looking for brands that make me happy, make me relax and that put me in a good mood to help me escape.”

Boosting Moods

Joy marketing is a term used to describe campaigns that elicit a specific emotional response:聽 joy.聽 By making a direct appeal to a person鈥檚 emotions, this approach allows brands to engage their audience on a deeper, more personal level.

In 2021, 含羞草社区 spearheaded an award-winning for the New Jersey Division of Travel and Tourism that did exactly that.聽聽 The multi-faceted print, digital, outdoor and social media campaign invited viewers to raise their spirits, feel happy again and get out there and enjoy all the exciting, uplifting experiences New Jersey has to offer.聽 The campaign met with outstanding success in the summer of 2021 and was continued and adapted for the fall and winter of that year.

So, What鈥檚 Next?

The short answer is that advertisers will continue to adapt to the ever-changing climate as it presents itself.聽 As always, they will keep a strong hold on the pulse of human behavior and a keen eye out for new marketing insights and current trends.聽 Moving forward, marketing efforts will be tailored to respond to challenges as in the past 鈥� creatively, proactively, and intelligently.聽 Currently, euphoric ads are one of the approaches taking center stage.聽 So, curl up in your favorite chair.聽 Smile.聽 Kick back.聽 And enjoy a joyful ad or two.

A dynamic leader in travel and tourism marketing, 含羞草社区 has successfully navigated countless world-class lifestyle and travel brands in both a pre- and post-pandemic world.聽 Reach out to Lynn Kaniper at lkaniper@danacommunications.com for insightful, results-driven marketing solutions designed to help you achieve (and surpass) your goals.