If you’re a regular here on PostFunnel, you might have noticed we took a page from streaming services’ book this year and started pushing out more and more series and franchises.
We got the Loyalty series, the weekly 7 Commandments of CRM and the PostFunnel Insider show, the Brand Marketing Spotlight, we just started one about podcasts and one bringing you industry benchmarks, we also have the Optimove partners series, we’ve been regularly covering the PostFunnel events, and we launched a CRM-only job board. There might be more, I can’t remember.
And here you stumbled on our latest – where we gather a bunch of TV commercials we really liked from recent weeks. What can we promise you here? That we’ll try and make it a monthly thing. And that we’ll only post ads we think are worthwhile from a Relationship Marketing POV. Meaning, ads that either help promote or hurt a brand’s attempt at nurturing long term relationships with its customers.
And we’ll dedicate our first edition to ads revolving around the global pandemic and the way it affected our lives.
As you might know, we have been very persistent with highlighting how important it is for brands/advertisers to be really, truly, meaningfully helpful. To offer any kind of help, even if it has got very little to do with the brand’s offering. In times when people spend less money overall, it’s the best way for brands to stay relevant and top-of-mind. It’s a good thing to do – help people in need. And the plus is that it’s also good for business. So, win-win, right?
1. Bulleit Bourbon, ‘Bartender Skills
The company introduced its “Bulleit Frontier Fund” – aimed at supporting the hospitality industry and bartenders, especially – with this spot, checking all the boxes.
2. Dole Fruit Bowls, ‘Quaran-Tensions: Kid Code’
A slick, funny way to tie up “the situation” with the actual product. See these two short spots below.
3. Square, ‘Stories: Impressive Smiles’ + ‘Nate Hybl: Gusto!’ and American Express, ‘Shop Small 2.0’ and Wells Fargo, ‘Hong Lan Money Transfer’
Small businesses are crucial to the economy. And they need help. Square and AMEX are turning some of the focus their way in these two spots.
Square 1
Square 2
AMEX
Wells Fargo
4. Uber, ‘Wear a Mask. Protect Each Other’
On the one hand, people are out less – so it hurts Uber. On the other, peeople perhaps avoid mass public transportation – which favors Uber. But still, the brand quickly took a stand a couple of months back with its “thank you for not riding” ads. And they are staying on that lane.
5. Hulu, ‘Hulu Has Live Sports Again’
When we think of sports restarting in America in the summer of 2020, we first think NBA. And when we think NBA in the summer of 2020, we first think of Damian Lillard. And so, alongside superstars Skylar Diggins-Smith and Aaron Judge, the amusing Hulu Has Live Sports ads are back.
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Being relevant and helpful in your communications was NEVER MORE IMPORTANT for a brand. And all these examples above play on that trend.
But, since this is the first rendition of this new series on PostFunnel, we allow ourselves to bring back something a bit older. Which we are sure you’ve seen already. But when talking about tying the situation with your brand and offering, the queen is still this clip:
And one last thing – as we said last week on PostFunnel Insider, and yesterday on our newsletter and on the piece, Consumers are Literally Searching for Your Help – mental health is becoming more and more of a high priority for many. The Drum did really nice work collecting “the best public health campaigns”. But none of the ads on it directly refer to mental health. Which is something we’re sure would come soon enough.
In the meantime, we can go back to experts in mental health issues – headspace, and their “our promise” ads from a couple of months ago. Which are, to be honest, even more relevant now than at the beginning of this crisis.
That’s it for this month. We really hope it would be kewl to bring much happier, more fun and upbeat ads next time.
