Divided we stand, united we fall

So much has changed in just one month … from Valentine to Quarantine! From mushy messages of love, hugs, kisses, togetherness and holding hands to social distancing and no-contact advisories! And the jokes and memes on social media are just getting more and more inventive, including the clever one on the most popular drink these days: The Quarantini, which is a regular martini, but one you toast alone in the solitude of your own home! Phew!!

In the world of advertising too, the virus is having its impact. KFC, in the UK last week, pulled off its ad campaign with its “Finger lickin' good” slogan (set to Chopin piano music in the new creatives) after being blasted as “irresponsible” amidst the coronavirus pandemic. The campaign, created by ad agency Mother London, had been launched in late February but headed into a social media maelstrom with the virus outbreak and the overwhelming messaging all around about cleaning hands, rather than licking fingers. A large number of people took to Twitter voicing concerns over the campaign, which has been temporarily withdrawn by KFC, though not without a fight. KFC went on record to say, “It doesn't feel like the right time to be airing this campaign, so we've decided to pause it for now — but we're really proud of it and look forward to bringing it back at a later date.”

The Hershey Company too has just pulled out two TV commercials from the media.  The spots showed Bob Williams and Diggy Moreland handing out Hershey bars to strangers, with hugs and handshakes, and this invited lots of negativity on social platforms. The “heartwarming the world” spot that stars Williams shows him going around and giving out giant Hershey bars, something he has done for years. Moreland too is shown mingling with buyers and cosying up affectionately with a Hershey. Both ads went off-air due to “current sensitivities” and have been replaced with product-centric messaging.

Meanwhile, beer maker Molson Coors pulled back a campaign that was on the verge of release. Coors Light was planning to launch an ad titled the “Official Beer of ‘Working’ Remotely” around March Madness, but yanked it off in the nick of time. The campaign was halted to avoid making light of remote work, which has become increasingly common as companies around the world have closed their offices asking employees to work from home.

Another beer marketer Corona — which has suffered massively because of an unfortunate name association with the virus — ​received much flak on social media for a campaign promoting its new Corona Seltzer line with the tagline “Coming Ashore Soon”. The company, nevertheless, has stood by its communication and insisted that consumers understand that there is no link between the virus and its beer.

Closer home, as the number of confirmed coronavirus cases continue to rise, celebrities are getting into the act of making their fans and followers aware about the importance of good hygiene. B-Town sparklers Anushka Sharma and Deepika Padukone, shuttler P V Sindhu, cricketer Sachin Tendulkar and minister Kiren Rijiju were seen taking the #Handwash challenge last week.

In “inspired” social media posts, actresses Anushka Sharma and Deepika Padukone can be seen washing their hands and explaining in fair detail the importance of cleaning hands properly. The duo even went to the extent of washing the taps, after washing their hands, to ensure nothing was left behind on the tap and the washbasin. All in the hope that their myriad followers would learn from them, and emulate them. While Deepika Padukone is seen wearing a gown and donning a mask in her post (supposedly shot at her own home!), Anuskha Sharma dons just a casual outfit. A good self-less effort by both, for sure, and that too with no sponsor pegs (thankfully!).

Adversity seems a good time for magnanimity too. HUL’s Lifebuoy has been of late running a public service campaign on hand-wash hygiene. But interestingly, the ad urges use not just of Lifebuoy, but sister brand Lux and even competitors Dettol and Johnson’s! What large heartedness! But why?

Amul ran a topical ad featuring the Amul girl washing hands with the headline, “Better saaf than sorry” a clever wordplay on saaf and safe. Then followed it up with a dig on remote working with the headline, “Home for breakfast, lunch and dinner?”. Well, said Amul, so are we. Both of these efforts were more positive, and far tamer, than its “homecoming snack” hoarding “Wuhan Se Yahan Le Aaye” that many found to be in bad taste earlier on.

Most brands, except those in the hygiene category, have largely gone into self imposed quarantine as far as advertising is concerned. The Indian Premier League has in any case been postponed. So, most brand managers are just sitting it out. Of course, everyone is hoping that the hiatus will not be too long. Or too devastating.

Sandeep Goyal is an advertising and media veteran