Covid gave some brands the chance to spread their creative wings — whilst others flew too close to the sun. Now we’re on the precipice of Christmas ad season — how bad could it get?

If there was one reliable constant in marketing through the past few months — one single device that would summarise the difficulties we’ve all faced and workarounds we’ve become used to — it’s the Zoom-based TV ad.

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As use of the platform exploded between colleagues, families and friends, brands and their agencies adopted it as a practical and tonally appropriate creative medium with ads being dreamt up, sold in and produced remotely — all in two dimensions. …


Covid19 has been the mother of invention for those wanting to shift their marketing careers — or themselves.

Human beings are quite adaptable. We have opposable thumbs, we can communicate in multiple dialects, we worked out complex cognition and we’ve reached the top of our food chain with room to spare. However, in the biological Champions League of Resilience, we must bow down and worship at the eight knobbly feet of the humble Tardigrade, also known as ‘the water bear’.

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From the heights of Everest to the Marianas Trench, these cuddly little suckers can be found lurking, getting on with their own (apparently rewarding) lives with the minimum of fuss. At a maximum length of 1.5mm, they aren’t going to take over the planet anytime soon but when the sun does explode, these wee chaps will be reclining on a deck chair with mini Pina Coladas watching the world burn. …


A piglet wandered down a path

Bumped into a cow and both of them laughed

They chatted away as only animals do

Piglet said ‘OINK’ and the Cow went ‘MOO’

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Piglet and Cow lolloped along

Occasionally bursting into song

Then a flutter of wings and in an Owl flew

“Good day” said he — in his words, ‘TWIT TWOO’

The three of them ambled into the woods

Owl was flying — piglet would if he could

Cow took the lead as the biggest one there

But then came a BELLOW as he trod on a Bear

Then there were four as they entered a…


The UK Gambling Commission’s consultation on promoting to ‘High Value Customers’ will put more player protection legislation in place, but is the carrot more effective than the stick when it comes to helping ‘at risk’ gamblers?

The gambling industry’s a little like Millwall Football Club.

“No one likes us. We don’t care!” rang their infamous terrace chant from the late 70’s onwards. Despite their atrocious choice in backing tunes (Rod Stewart’s ‘We Are Sailing’…) the Millwall fans were unusually astute in their self-awareness.

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As in football, so in sports betting, casino, bingo, poker and any other betting variant; those who don’t partake in betting as a hobby or work in the industry tend to think ill of those who do — like there’s something wrong with your genetic makeup. …


Heavyweight brands including Nike, Ben & Jerry’s and L’Oreal have tried to flair their woke credentials when actions would have spoken louder than words

Brands that try and attach themselves and their values onto contentious issues such as the #BlackLivesMatter movement are teetering on a well-trodden and highly perilous path.

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It was back in 2017 in the wake of a white supremacist rally in Charlottesville, Virginia that black model Munroe Bergdorf took her stand, calling out white privilege, racial violence and institutional racism. …


How Coronavirus has exposed more than our lack of freedom

Dealing with rejection, loss and disappointment is a learnable skill. A talent that can be honed with experience — the more painful and intense, the better. More let downs derive better coping mechanisms, so by the time we reach adulthood we should, in theory, have thick enough skin to absorb all but the most tragic of events without stepping more than a couple of paces outside the lanes of life’s motorway.

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Picture Credit — The Telegraph

It still hurts to be rejected. And that’s good. None of us want to be soulless cyborgs with muted pain receptors, immune to the hot and cold swings of emotion that make life interesting. …


Log Line

A London ad agency, ‘the Crouching Tigers’, is in Covid-induced lock down. In dire straights, they have one last throw of the dice to save themselves. Led by a narcissistic CEO, the isolated and inept pitch team has to collaborate over Zoom to prepare and present its ideas to a ball busting client, the founder of Lady Lucks Casino.

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Scene 1 — The night before — The Covid-19 isolated pitch team from ‘The Crouching Tigers’ Ad agency dial into a last-minute pre-pitch Zoom call

Scene 2 — The tissue meeting — The Crouching Tigers video conference with the leadership team of LadyLucks.com, …


As graduates mull their future options, is a marketing or advertising career still a desirable path to follow?

Finishing a University degree is a tense and stressful period in any young person’s life. A melting pot of final exams, the pressure of choosing a career path then finding your first job with a prize at the end that you have to start paying back the exorbitant tuition fees that allowed you to enjoy higher education in the first place. This year, things are even tougher with the uncertainty of whether students will be able to collect a degree at all.

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According to TopUniversities.com, some courses may be deferred, other students will have their degree estimated from coursework/ previous exam grades and some will have to sit their finals online. …


I went to the induction, so you don’t have to…

We all have crutches to lean on in life. Many people rely on family. Others, exercise or their church of choice. For many, friends prop them up, listen to them and give them a kick in the shins or a hug of encouragement when its most needed.

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For some people, however, these support systems are either not available or not sufficient for their needs. So they’re forced to seek guidance, encouragement and motivation in their personal, professional, spiritual and mental lives from another source.

This is the void occupied by Landmark Worldwide, “…an international personal and professional growth, training and development company — a global educational enterprise committed to the fundamental principle that people have the possibility of success, fulfillment [sic] and greatness”, according to their website. …


Two metres, they said — It’s not a long way

But a gap big enough to keep Covid at bay.

In Britain we’ve taken that gap in our stride

In shops we wait patiently, on pavements veer wide.

Isolation is trying and jobs are at stake

For those scraping by, it’s a bloody tough break

But exclude we must if the curve is to flatten

Ignore medical advice, then god knows what might happen.

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Two weeks of isolation, and we’re in a new normal

We queue with good spacing, all ordered and formal

But then a new threat joined in the fun. …

About

Harry Lang

I'm a UK based Marketing Director specialising in brand, customer acquisition, PR and copy. I write regular features for Marketing Week and Campaign.

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