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How It Fell to Brands to Rescue America From the Coronavirus Crisis
American brands, often acting on their own initiative, are coming to the aid of the country more than at any time since World War II—and in hundreds of different ways: The hand-sanitizer shortage first prompted distilleries to begin making it, followed by Anheuser-Busch and Bacardi. Wire fabricator Marlin Steel has been turning out test-tube racks for Covid-19 screenings. Boston Dynamics developed a robot to help doctors treat patients remotely. Apple and Google have partnered on an app designed to determine whether people might have come into contact with the virus.
But behind these efforts is the debate over the degree to which it is the federal government’s job to swoop in and save the nation during a health crisis, or if the private sector shares some responsibility.
More Ways Brands Are Lending a Hand
- Covid-19 prompted event production company Platinum Events to offer sanitation services for venues and offices as a way to keep the business afloat—and has now decontaminated nearly 2 million square feet of industrial and manufacturing facilities.
- H&R Block has seen more consumers than ever turning to them for help, so the company built new webpages geared toward keeping consumers and small businesses informed on current events that might alter how they file taxes.
- Supporting the U.S. Bartenders’ Guild, Diageo’s whiskey brand Bulleit released a spot celebrating drinking buddies plus Instagram mixology tutorials, while Crown Royal is hosting virtual concerts.
How TD Bank Remade One of Its Most Popular Ads for the Quarantine Era
TD Bank is getting in on the classic ad reboot game with a spin on its popular 2019 ad featuring a banker dancing in his branch after everyone else has left. TBWA\Chiat\Day New York creative directors Jexy Holman and Nuno Teixeira came up with the idea for the reboot in which the banker instead dances inside his own home after depositing a check online. The agency had to get creative to shoot the spot, sending equipment to the actor’s home and enlisting his sister to be a one-person production crew.
More Creative Campaigns:
- The New York Times released an ad today titled “The Truth Is Essential” that refutes false Covid-19 claims, including President Trump’s insinuation that injecting disinfectants could help fight the virus.
- Droga5 and Meek Mill have used the voices of real prisoners in a powerful new campaign to raise awareness of the coronavirus risk to inmates living in communal conditions for the Reform Alliance.
- In a new PSA, Lego Batman is ready to take on “a dude named Covid,” and he needs a hand from kids everywhere.
Martin Sorrell on Leadership During Covid-19 and the New Normal
In a recent conversation with Michael Seidler, CEO of Madison Alley Global Ventures, S4 Capital’s Martin Sorrell offered some advice. Here are a few key takeaways:
- “Cash is king,” but people are valuable: Sorrell noted how executive salary cuts helped alleviate the need to cut headcount in lower tiers.
- Agencies that urge their clients to “spend, spend, spend” their way out of the pandemic will lose trust because “you may spend yourself out of existence.”
- Flexibility is key, he said, citing the (poorly executed) example set by WeWork: “If you win a piece of business you expand, and if you lose a piece of business you can reduce.”
More agency news: In an internal memo today, Omnicom CEO John Wren announced that the company will maintain its current work from home policy through May 15 before opening “under a phased approach.” Read the memo here.