They’ve Found a Theme!

*Cue somber piano music*

Corporate Covid-19 response videos are eerily similar. *Cue somber piano music*
When a company or brand releases a Coronavirus Response ad, they might tell you that we’re living in “uncertain times”, but that “we’re here for you”. They may say their top priority is “people” and “families” by bringing their services to the “comfort and safety of your home”. And don’t forget: “we’re all in this together!” #together
What’s the deal? In reality, many companies have found themselves short on cash, almost overnight. They needed to get a message out – and quick. They asked their teams to throw something together. Since they can’t film a new ad because of social distancing, they compiled old stock b-roll footage and found the most inoffensive royalty-free piano track they could find. This, combined with a decade of marketing trends dictated by focus groups and design-by-committee, released a tsunami of derivative, cliche ads all within a week of one another. It’s not a conspiracy – but perhaps a sign that it’s time for something new.


  1. One local commercial optimistically recorded “every day the news is getting better” as the opening to their covid-themed commercial. It’s been running for about 3wks. I suspect they’re too small to afford to alter the voiceover. I can’t decide if it’s refreshing or tacky.

    Liked by 1 person

      • Definitely! I don’t recall what the company is but I’m pretty sure they took advantage of low ad prices when everything went away for a couple weeks. It kinda feels like they should pull it, but at the same time it really gets my attention (though only for the words, never the product).

        Liked by 1 person

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