“We’ll Fix That In Post” Is Now “We’ll Make That In Post”

Unhappy people in unhealthy situations. It’s a storyline of this time.

Oreo can’t fix our ailing economy or find a cure, but the cookie maker can extend a lighthearted and cheerful message, which is perfectly on-brand.

There’s nothing wrong with this Oreo spot, especially considering it was released on April 9th. But it’s the kind of spot that grew monotonous in a matter of weeks. Seeing our coworkers, friends, and family on Zoom every day is one thing, but also seeing commercials that rely on video chat technology is not much fun.

Also, there’s only so much home-based whacky that a person can take, in their own lives and on TV.

From “Zoom In” to “Zoom Off”

Too many Zoom chats drain one of energy, and they could drive one to drink. If this is the case and you enjoy alcohol safely, might I suggest a swig of Bulleit straight from the bottle? Or, if swiggin’ from the bottle or a flask is too hobo for you, place a giant ice square in a highball glass and pour.

Why Bulleit? Because the following commercial is funny, and we need funny, now more than ever.

Perception is reality, right? Of course, it’s not. Reality is reality, but how one chooses to perceive it does alter the experience.

Right now, people are deprived of the most basic human need—the need to connect in real life with other people. We have the need to feel wanted, welcome, and whole. When that’s taken away, we lose it a little. We may even begin to see things.

Hat’s off to Bulleit for finding a way to see past the Zoom trap.

Goody and Specialized Ride On

Wry humor can be delivered in a variety of clever ways, but what about excitement? How can a brand make a high-energy appeal today, given the limitations in production?

Where are the new commercials that elevate your heart rate and move you to go outside (for a long, incredibly pleasing bike ride)? Here is one.

I can’t say for sure, but it looks like this spot was made mostly from stock images. Once upon a time, an agency of Goodby Silverstein’s stature would never have touched stock video footage. But that was then.

When you can’t hire a director and her crew, and you can’t stand one more Zoom sesh, you piece together a mosaic from available sources. Goodby does it better than most because the best creative people work within and around constraints every day.

Clearly, the pandemic has ushed in new, frightening, and deadly constraints that put all things into a new perspective. Making ads isn’t saving lives, but making ads can help to uplift people, either for a few moments while they encounter the ad, or for many days, weeks, or years to come when they buy the product being advertised.