Tendencies of 2020: The 12 months of Promoting
We look back on a year in which the advertising industry was shaken to the core and requests for change could no longer be ignored
Advertising in 2020 started with a spring in their stride with the return of This Girl Can with an ad that gave a more complete picture of exercise and exercise (cramps and everything) Starbucks Announced as the winner of the Channel 4 Diversity in Advertising Award with its ad aimed at exploring trans experiences in differentiated ways. Oh and of course Burger King got us ready with his Moldy Whopper in February.
But as we all know, in March there was a wave of national lockdowns in many countries around the world. What did that mean for advertising?
EVERYTHING looked the same
The early coronavirus advertisements were gloomy and serious and were set to plinky plonky piano music. They all quickly began to blur into one excellent if wild supercut compiled by YouTube creator Microsoft Sam demonstrated. "When a company or brand posts a coronavirus response ad, you may be told that we are living in "uncertain times," that "we are here for you," says the description. "You can say that your top priority is" people "and" families "by bringing your services to the" comfort and safety of your home ". And don't forget," We are all together! "
The film set into the tropics of the brands our friends are and highlighted some of the very real-life problems creative teams have faced in order to create authentic messages in times of crisis.