Using Inspirational Ads to Do Good During Challenging Times

Despite these technological advancements being several decades away from becoming a reality, these future-facing inspirational ads offer viewers a temporary escape from their current lives, which people at the time would have received well.

Case Study #2: Great Recession

The Great Recession, beginning in late 2007 and lasting until mid-2009, was the most prolonged and deepest economic downturn in many countries since the Great Depression of the 1930s. As a result, millions of people lost their homes, jobs and savings.

When we look at the ads of this time, we can see a theme of escapism, similar to the post-war era ads. However, rather than looking to the future, these inspirational ads are set in the present day, with a warmer, absurdist twist.

Take the Cadbury and Volkswagen ads below, where we see a gorilla playing drums to Phil Collins and a man with his imaginary ‘dog fish’ companion.’

The appeal is clear. As Helene explains, “animals make you feel warm and fuzzy. Paired up with a great music track, and you’re already lifting people’s spirits for a couple of minutes.”

These are good ad examples that show us that people don’t want real life reflected back to them when times are tough. They want escapist entertainment. These campaigns work by temporarily lifting people out of a brutal existence and creating an emotional connection between the company and the consumer, ensuring brand loyalty.

Case Study #3: COVID-19

The COVID-19 pandemic has affected our lives, our economy, and nearly every corner of the globe. However, when we compare pandemic advertising to previous times of crisis, we can see two clear approaches: fight or flight. While the Great Recession and post-war ads were more ‘flight’ (e.g., escaping the difficulties of the time through futurism or entertainment), today’s inspirational adverts are more ‘fight.’

As Markus describes: “We’re not running away [from COVID-19]. Everyone’s pushing through it and doing the best that we can to have life return to normal, and I think that that is reflected and shown through both the mold and the mixture of advertising.”

Take MTN’s ‘One More Push’ campaign, for instance, which encourages “people across the continent to not give up in the fight against COVID-19, and to continue to wear their masks, wash their hands and practice social distancing.”

Set to a bluesy cover of Fleetwood Mac’s “Don’t Stop,” the ad shows people wearing masks and following other COVID-19 pandemic protocols, despite various annoyances. The visuals have text overlays that explain what people are fighting for – reasons like, “So it can be how it was,” and “for a real hug.”

In this ad, we can see the example of the ‘fight’ response. This ad doesn’t take people away from their realities – it’s grounded in it. Today’s most inspiring advertisements strike an emotional chord by rallying people around a common cause and encouraging them to help others rather than look away.

Fight or Flight: How Advertising Reflects the World Around Us

Advertising through times of crisis may be challenging, but it’s not exactly unprecedented. From world wars to global recessions, we can learn a lot from the advertising strategies of previous generations.

Whether you choose the fight or flight approach, the critical question to ask yourself when designing an inspirational ad campaign is: what does our audience need right now? Do they need an escape from the horrors of everyday life or a push to keep going, even though their resolve is wearing thin? The answer should help steer you in the right direction.