The spread of the new coronavirus has caused a decline in corporate activity in many industries, creating challenges for creatives in a new era. In the future society called “With Corona” and “After Corona,” what kind of advertising will gain support from consumers? As the search for creators continues, major brand companies have launched advertisements that provide a great hint. We analyze creativity during the crisis and examine the characteristics of advertising and corporate messages that have changed.
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Hints from video ads from 8 companies – Guidelines for future ad production
Pocari Sweat/Otsuka Pharmaceutical sends a message through “chorus”
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Hints from video ads from 8 companies – Guidelines for future advertising production
A video advertisement posted on YouTube by Otsuka Pharmaceutical’s Pocari Sweat has become a hot topic among consumers during the coronavirus pandemic. Based on the concept of “being yourself in your own place,” this video is a combination of self-portrait videos and a single song sung by junior high and high school students. It can be said that this unprecedented creative process, which takes advantage of a constrained environment, has had an impact on other companies as well.
Pantene/P&G sends out “positive” advertising
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Hints from video ads from 8 companies – Guidelines for future advertising production
P&G’s Pantene also launched an ad that “supports positive steps.” It took an unprecedented amount of time to create the ad, including planning and posting in just one week.
Even during the coronavirus pandemic, the company continued to send the message to consumers, “Just by changing your hair, you might feel a little bit more positive.” It can be said that the advertisement, which “thinks about hair” from the brand’s unique perspective, has gained support from consumers.
Domino’s Pizza promotes “social distancing”
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Hints from video ads from 8 companies – Guidelines for future advertising production
Domino’s Pizza is developing an “Anshin Pickup Service,” which avoids direct delivery to give consumers peace of mind when using delivery services, which are in increasing demand. It became a hot topic when it proposed social distancing as an optional service.
McDonald’s promotes use by digitalizing takeout
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Hints from video ads from 8 companies – Guidelines for future advertising production
McDonald’s can be said to be one of the first companies to build an IT system and incorporate DX (digital transformation) into its business. The company released a video advertisement for its official app that allows you to order products and pay your bills from your smartphone. By eliminating the need to pay at the in-store cash register, the time spent by consumers in the store is minimized, promoting a sense of security and convenience.
Changed brand advertising/Summary
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Hints from video ads from 8 companies – Guidelines for future advertising production
In addition to the companies mentioned above, there is also Medicute, which proposes beautiful leg care that makes the most of time spent at home, and Seiyu, which offers inner branding advertising aimed at working employees. It can be said that “Sekisui House,” which proposed an experience, and “AC Japan,” which appealed for infection prevention with a gentle touch, were creative during the crisis and gained support from consumers. There is an increasing need for advertising that is conscious of quality and that resonates with consumers. The responsiveness and sense of speed of each company should serve as a reference for many companies when thinking about “What does creativity mean in a new era (new normal)?”
Reference source:
Hints from video ads from 8 companies – guidelines for future ad production