Back in April, Creativity took a look at some of the creative trends that had emerged in the ad and marketing world as a result of coronavirus: loads of of heartfelt montages (that quickly got parodied), logo spacing (also mocked), Zoom backgrounds and coloring books. That all seems like eons ago, a sign of how the marketing world has quickly adapted under these unprecedented circumstances. Here, we look at some of the latest pandemic-inspired “patterns” we’ve observed.
It's OK to laugh again
Comedy was a no-no in the early days of the pandemic, when it was hard to find humor in isolation, fear and the total upending of our lives. However, as people have adjusted to a new reality, laughs have become catharsis to our new way of life. Brady Bunch videoconferencing squares became a go-to comedic device. Apple’s Underdogs crew returned, but under lockdown having to juggle screaming kids and nagging parents. Smuggler director Benji Weinstein’s “Join Meeting” series was like a virtual version of “The Office,” and Don’t Panic’s darkly satirical "Honest Zoom Call" laid bare all the things people would be doing on a video call if there were no filter. Pornhub also leveraged that format in its "Wank From Home" PSA (a warning about "careless self-love"). And then, agency B-Reel let you shoot all those conference calls down with a Chrome plug-in that allows you to go all "Space Invaders" on your meeting mates. Meanwhile, as we’re starting to creep out of our Zoom holes, Snickers’ hilarious spot reminded us that pants protocols have returned when it comes to social gatherings.