Pandemic changing commercials

Pandemic changing the ways companies are thinking about commercials.

ABOUT EVERYTHING IN OUR LIVES.THAT INCLUDES WHICH PRODUCTSCOMPANIES ARE TRYING TO GET YOUTO BUY...AND THE WAY THEY ADVERTISETHOSE PRODUCTS.SCRIPPS REPORTER JIMMY RHOADESSHOWS YOU HOW COMMERCIALS HAVECHANGED DURING THE PANDEMIC.MUSIC VO OUR WHOLE LIVES,COMPANIES HAVE POURED BILLIONSOF DOLLARS INTO MARKETINGCAMPAIGNS TO SELL US STUFF.SOT - CTSY BELL + HOWELL - TACGLASSES COMMERCIAL "BUT WAIT!ORDER TODAY, AND YOU CAN GET ASEOND PAIR!" STAND-UP BUT WHENTHE PANDEMIC HIT, ALL THATEFFORT, ALL THAT MONEY, AND ALLTHOSE COMMERCIALS BECAMECOMPLETELY IRRELEVANT.SOT - JOEL COEN THE CONSUMERDOES NOT WANT TO HEAR YOUHAWKING OR SELLING YOURPRODUCT.THEY WANT TO UNDERSTAND THATYOU'RE IN THIS WITH THEM.STAND-UP JOEL COEN'S A PARTNERAT COMMIT AGENCY.SOT - JOEL COEN PEOPLE KNOWWHEN YOU'RE FAKING IT OR NOT.IF ADVERTISERS DON'T REPRESENTAND PRESENT AN AUTHENTICMESSAGE THAT DEALS WITH THETRUE EMOTIONAL REACTION TOWHAT'S HAPPENING, IT DEFINITELYCAN COME ACROSS.STAND-UP WE'RE LOOKING ATBRANDS THAT HAD TO THROW OUTENTIRE MARKETING CAMPAIGNS ANDQUICKLY SWITCH TO NEW ADS PUTTOGETHER AT LIGHTNING SPEED.LET'S START WITH A BRAND THAT'SBEEN THERE BEFORE...VO ...THE FORD MOTOR COMPANY.BUILT FOR THOSE WHO PROTECTIT." SOT - JOEL COEN WHATYOU'RE SEEING IS A MESSAGE THATIS BUILT AROUND WHAT FORD ISDOING NOW.VO YOU'RE NOT SEEING CARS INTHESE ADS...SOT - JOEL COEN THEY HAVECHANGED THEIR MANUFACTURINGAMERICA BATTLES A PANDEMIC,WE'RE BUILDING LIFE- SAVINGRESPIRATORS." VO AND FORD'SREMINDING US THAT THEY WEREPART OF THE SO-CALLED "ARSENALOF DEMOCRACY" THAT MANUFACTUREDTRUCKS AND AIRCRAFT DURINGWORLD WAR II.SOT - JOEL COEN IN THEADVERTISING ITSELF, THEYACTUALLY SHOW SOME OF THATWORLD WAR II FOOTAGE AND THEMANUFACTURING THAT TOOK PLACE.THEY'RE REACHING BACK TO A TIMEIN HISTORY TO BE ABLE TO SAY,NOT ONLY HAVE WE BEEN THERE,BUT WE'RE HERE FOR YOU TODAY.AND THAT IS VERY POWERFUL.STAND-UP NEXT YOU MAY HAVEHEARD THAT IT'S HARD TO GET AOUT NOW AND SAID, HASHTAG SHARESQUARE.VO THE POINT IS THE CUTE FAMILYOF CARTOON BEARS AREHIBERNATING TO MAKE WAY FOR ADIFFERENT KIND OF AD.SOT - JOEL COEN THE COTTONELLEMESSAGE AS A PUBLIC SERVICEANNOUNCEMENT.WE ARE GOING TO BE ABLE TOSUPPLY WHAT IS NEEDED, BUT YOUMAY NEED TO SHARE WITH YOURNEIGHBOR.STAND-UP OKAY, YOU KNOW THATAMERICAN PROFESSIONAL SPORTSARE BASICALLY HOLD, WHICH IS APROBLEM IF YOU'RE...VO ...NIKE.SO THEY HAD TO ADJUST...SOT - JOEL COEN THEIR MESSAGEIS, YOU WANTED TO PLAY FORMILLIONS OF PEOPLE, AND NOW ISYOUR TIME.VO IF YOU CAN'T BE A HERO IN APACKED STADIUM OR ARENA,HEROICALLY DO YOUR PART TOLESSEN EVERYONE'S RISK.SOT - JOEL COEN DON'T GO OUTAND POTENTIALLY PERPETUATE THEDISEASE, STAY AT HOME AND HELPSAVE LIVES.STAND-UP FINALLY, IF ANYONE'SNUMBERS ARE UP, IT'S GOTTA BEALCOHOL, BUT EVEN THERE YOU'REHEARING A DIFFERENT KIND OFMESSAGING FROM BRANDS LIKE...VO ...GUINNESS.SOT - CTSY GUINNESS - GUINNESSCOMMERCIAL "NOW WE'RE GONNA SAYSOMETHING WE NEVER THOUGHTWE'D SAY: DON'T TOAST WITH YOURFRIENDS." SOT - JOEL COEN THESEARE BRANDS, ALCOHOL BRANDS,THAT TYPICALLY TALK ABOUT, YOUKNOW, GROUP SETTINGS AND BEINGABLE TO SHARE THINGS WITH YOURFRIENDS.VO SO NOW GUINNESS IS FIRMLYBEHIND THE VIRTUAL HAPPY HOUR.SOT - CTSY GUINNESS - GUINNESSCOMMERCIAL "REMEMBER, A TOASTISN'T JUST ABOUT RAISING YOURGLASS, IT'S ABOUT RAISING EACHOTHER." SOT - JOEL COEN IT ISCOMPLETELY SHIFTED INTO ENJOY AGUINNESS, BUT DO IT AT HOME.SOT - CTSY GUINNESS - GUINNESSCOMMERCIAL "TRY A NEW KIND OFLIST ALT.STAND-UP ADVERTISING IN THE AGEOF COVID, IS WHAT'S THE DEAL.