Monday, 04 May 2020 07:00 PM MYT
While the ads were meant to convey solidarity with those sacrificing and suffering, advertisers are finally lightening up.commercial featuring friends “Watching the game, having a Bud,” with a new tagline for the coronavirus era, in which reruns of classic contests try to fill the void of no live sports, “Rewatching the game, having a Bud.”
“We’re making sure we’re in tune with the climate of where we are on this curve,” Monica Rustgi, vice president of marketing at Budweiser, said in an interview. For airlines, among the hardest hit industries, “it’s hard to see them spending a lot in the second half of the third quarter.” Viewers are getting tired of overly heartfelt ads expressing gratitude for front-line workers or detailing how brands are giving back, said Paul Marobella, chief executive of creative ad agency Havas Creative North America.
Travel and hospitality brands, for example, are walking the fine line of urging people to pursue getaways after months at home, but also reassuring them that it will be safe, Marobella said.