There is no closer link than that between reality and advertising, which is why companies around the world have replaced campaigns and commercials promoting their products to give their audience something more important, a message of hope.
Let’s discover the best campaigns at the time of COVID-19.
Maybe we are biased and in moments of crisis our patriotic side suddenly awakens, maybe Sophia Loren‘s voice has bewitched us like a mermaid’s, Barilla’s campaign is a dedication of love to Italy and its people that, once again, resists.
Fiat US has also decided to send its message to our beloved country, from Little Italy to Big Italy, and it does so through the voice of none other than Francis Ford Coppola.
Not only Fiat US, but the entire multinational FCA has sent its personal message, a real anthem, to all of us.
“These empty streets should make us feel sad. And yet, they have never seemed so full. Full of our hopes, our dreams. Full of courage, strength, and pride.“
Nike could not miss, which in all these years has managed to get us excited by telling stories through wonderful campaigns, and even on this occasion has hit the target once again. The message is clear, if we play at home we play for the whole world.
“This is our chance. Play for the world”.
McDonald’s: Unskippable Ad
The advertising agency Leo Burnett Mosca has created a brilliant campaign for McDonald’s: it’s a pre-roll commercial, those ads that appear before a video on YouTube, that you can’t skip. For about 20 seconds you will be forced to watch a person wash their hands. Maybe this will remind you to do it too!
McDonald’s Brazil: Separated
McDonald’s Brazil was one of the first campaigns to be run on the internet. What better way to make people understand to keep the social distance than to separate the two famous arches that form the McDonald’s logo?
The commercial created for Ikea Spain and then re-proposed in English gives voice to our homes, which in this period has become our whole world.
“I am your home and I’ll be here for you, no matter what”.
In the Facebook commercial, empty cities and fear leave room for faces and happy moments that are not missing even in this time, reminding us that as long as we have a way to find ourselves we will never really be lost.
With its commercial, Google thanks all those who are fighting this battle on the front line. Images shot inside hospitals and the words of doctors and nurses are interspersed with the most common research related to COVID-19.
To support the Italian Red Cross, Coca-Cola Italia relied on Cesare Cremonini and one of his best known songs.
“Anche se distanti, restiamo uniti. E domani sarà un giorno migliore.”
We also wanted to add the beautiful post that Lonely Planet Italia published at the beginning of the quarantine to remind their followers to stay home.
“Arrampicatevi sulle Divano Mountains, tuffatevi nell’impetuosa Doccia Gelata e provate lo street food di Quelcherestainfrigo. È ora di godervi un luogo magico come non avete mai fatto prima: è ora di stare a casa.”