Brands Must Reflect on the Moment as They Navigate Post-Pandemic Advertising

Creatives are racing to get a highly sensitive message out

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All in it together. Uncertain times. A reminder of what really matters.

Sentiments like these, somber yet urgent, became marketing mantras that defined brands’ responses to the Covid-19 pandemic. But despite how quickly brands had to rewrite their playbooks as lockdowns began, they now face an even more complex challenge: planning for the post-pandemic era.

As the CDC reports that over 118 million Americans have been fully vaccinated as of mid-May and can begin to shed their masks, marketers are eager to move on from the melancholy tone of pandemic advertising and start instilling optimism.

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This story first appeared in the May 17, 2021, issue of Adweek magazine. Click here to subscribe.