Changes in Advertising Campaigns in Times of COVID-19

Abstract

The COVID-19 virus had a huge impact worldwide and its presence has also implied changes in some advertising campaigns. Given the mobility restrictions and new ways of socializing in times of lockdown, relevant advertisers modified their commercial messages in order to be coherent with the situation lived by most consumers. This research is aimed at understanding the most significant changes in advertising campaigns, mainly on TV, promoted by selected advertisers during COVID-19 lockdown and some months later on. The main hypothesis of this research is that there is a clear relationship between what companies communicate and the circumstances and living experiences of most consumers. Through the qualitative content analysis of selected cases, it can be understood how brands changed their messages to demonstrate their commitment to their consumers; support governmental indications related to health, safety, and mobility recommendations; and, if possible, motivate consumers.