When Covid struck in 2020, we closely watched the news and press conferences to better understand what we should be doing to help protect others. We looked to public health officials and emergency response teams for guidance, advice and actions. And then the marketers stepped in. Brands quickly created content to highlight the importance of these public safety measures. They stood up and took a stand to help combat the virus and provide relevant content during a time where everything except Covid felt irrelevant. Ads started featuring people social distancing. Uber crated an impactful campaign about protecting each other, and Delta and other airlines changed their websites and digital content to travelers in masks. The pandemic came and marketers picked up the responsibility of being another voice of public safety guidance. And now, they feel like this responsibility is over. This type of content has become so combative and divisive that marketers are deciding that people no longer want to be reminded of those "tough" times. It will be interesting to see how quickly the creative goes back to a pre-covid/inspirational era and what the next phase of advertising looks like as the world starts to open up again.
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