Americans have been adjusting to a new norm of life that includes self-quarantining and social distancing in order to combat the ongoing coronavirus global pandemic. While people are being ordered to stay in their homes and not physically interact with others, people are discovering new virtual ways of staying connected.
It is truly beautiful how people are finding unique ways to stay connected during this time, such as hosting virtual dinners, happy hours, celebrations, game nights, group workouts, religious services, dates, concerts, etc. Many people have been documenting and sharing their virtual get-togethers through social media.
Jack Daniel’s decided to share the magic and spirit of people’s virtual togetherness in their newest ad that features user-generated content of people interacting with one another in the midst of social distancing. The ad highlights the importance of social distancing while still staying socially connected with your family and friends during this difficult time.
Jack Daniel’s was able to capture the essence of social distancing and everyone rallying together to keep spirits high and fight COVID-19. They were able to strike the right balance of sending an important message while simultaneously highlighting their brand.
As a whole, marketing and advertising during this unprecedented time is tricky for brands because they have to walk a very fine line of sensitivity and ensure they get their messaging right. Moreover, consumers are looking to see how major corporations and brands are helping combat coronavirus.
This ad coincides with Jack Daniel’s aiding the production of hand sanitizer for first responders, as well as their parent company Brown-Forman announcing that they are donating $1 million to COVID-19 response funds.
Additionally, marketers and brands need to find creative ways to maneuver the new realities of production due to their limited abilities to shoot new videos and photos. This means that there are some brands that are relying on stock footage, animation, and archival footage, while others are taking user-generated content from this time in order to create ads like this Jack Daniel’s one.
Brands need to adjust to these new norms of marketing and advertising during this time. Jack Daniel’s did an exceptional job creating a timely and creative user-generated ad that spreads empowering and positive messages of optimism, hope, and togetherness.
