This document provides a summary of responses from various brands to the COVID-19 pandemic in the 3rd edition of an industry update. It identifies 4 main types of responses: 1) proactively adapting products and services, 2) addressing implications of lockdown such as anxiety and inactivity, 3) celebrating social connection amid isolation, and 4) repurposing media space for messages of support. Several brands are highlighted as examples for each response type. The document also discusses the ubiquitous language around COVID-19 and provides links to articles on how the advertising industry is adapting amid disruption.

1. 03/04/2020
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HostHavas
COVID-19 Industry Update
3rd Edition

2. Hello!
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3. 3
From Laura
It has been striking this week
just how different each of our
clients’ challenges are at the
moment.
There is no easy answer and
the realisation that this is going
to be a marathon and not a
sprint is definitely settling in.
From Olly
This week’s responses show
how important it is that brands
are able to adapt to the new
situation quickly. Some of the
examples demonstrate that just
doing something is potentially
as important as waiting to
devise the perfect strategy.
We need to embrace the
madness.
From Jon
In the face of overwhelming
odds, brands are showing, now
more than ever, that creativity
can offer genuine value through
utility, entertainment, and
education during these
challenging times.
From Bohdi
As the situation continues to
evolve on a day-by-day basis,
the brands that are standing out
to me are those that are
focusing on delivering genuine
value to their customers and
humanity as a whole.
As the impact is felt more and
more, actions speak way louder
than words. This means less
telling and more doing.
A word from the editors

4. 4
The best responses are from brands that are really adapting to the situation in front of them,
and thereby finding new relevancy.
In this wrap-up, we have identified the emerging types of responses that caught our attention,
shared some of our favourite reads, and also discussed both the ubiquitous and refreshing
language seen in communications.
The week that was

5. “The opportunity is ‘What will we be?’, not “How can we preserve what we had?”
5
- Simon Sinek, March 2020

6. 01
The responses
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7. 7
4. Re-purposed media space1. Proactively adapting 3. Celebrating social connection
amidst physical isolation
There are 4 different responses that have caught our attention this week
2. Addressing the lockdown

8. 8
The 4 different responses
4. Re-purposed media space1. Proactively adapting 3. Celebrating social connection
amidst physical isolation
2. Addressing the lockdown

9. Response 01
Proactively adapting
In a rapidly changing world, brands are finding
new ways their product is relevant and framing
them beyond offers of support.
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10. 10
Ford and Hyundai
A (hopefully) short-term recession makes a
car an impossible purchase for many. Rather
than throw in the towel and pull their ads, both
brands have instead launched new payment
schemes.
Ford: https://www.youtube.com/watch?v=sCAkKI2dwhs
Hyundai: https://www.youtube.com/watch?v=ZEcHrFkqrpM

11. 11
Dick’s Sporting Goods have launched a new
campaign ‘Long Live Sport’ that finds a
genuine way their sporting equipment plays a
huge role in people’s indoor lives.
In fact, they’ve hit marketing’s gold-standard
and found a way to make it more important
now than ever.
https://www.youtube.com/watch?v=gzE_caHBwfg
Dick’s Sporting Goods

12. 12
Enter online interior design service, Modsy.
The firm have created stylish Zoom
backgrounds for those that want to hide their
home clutter from coworkers while they WFH.
They’re also showcasing their 3D rendering
technology as users can create highly realistic
Zoom backgrounds from iconic pop culture
backdrops.
https://www.thedrum.com/creative-works/project/modsy-
modsy-pop-culture-backgrounds-zoom
Modsy

13. 13
With so many restaurants shut down, Burger
King has released pictorial directions on how
to recreate their most famous burgers –
helpful, and a reminder of what people are
waiting for: the freedom to eat a proper
Whopper again.
True to Burger King form, it’s also a great
subversion of a category obsessed with its
own ‘secret’ recipes and ingredients.
https://twitter.com/BurgerKingFR/status/
1245274247599095809
Burger King

14. 14
The 4 different responses
4. Re-purposed media space1. Proactively adapting 3. Celebrating social connection
amidst physical isolation
2. Addressing the lockdown

15. Response 02
Addressing the lockdown
Brands are beginning to address the implications of
isolation as much as they are the pandemic.
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16. 16
Addressing anxiety
Addressing the uptick in anxiety these
uncertain times is causing, medicinal
marijuana company Thrive have released a
new campaign promoting their delivery
service.
https://www.youtube.com/watch?v=Zy89inqHgaM

17. 17
Addressing inaction
From the makers of ‘This Girl Can’, comes a
campaign tackling cabin fever and inactivity.
As much of the UK is home-bound, Sport
England is helping the nation to keep moving
by showcasing some of the lateral thinking
which ensures you can break a sweat without
stepping through your front door.
https://www.thedrum.com/creative-works/project/fcb-inferno-
sport-england-stay-work-out

18. 18
Addressing violence
Numerous organisations have released PSAs
and informative print ads addressing the spike
in domestic violence lockdown is causing.
While the messaging is strong, we hope to
see more provocative work address this topic
and help drive genuine change.

19. 19
Addressing kids, off-screen
Families are facing a challenge beyond their
physical health: taking care of kids when they
can’t go to school.
So, Nature’s Bakery has launched ‘Snack
Sized Adventures’ - bite-sized family activities
that are easy-to-plan, accessible, and most
importantly, tech-free.
https://whatonearthshouldidowithmykids.com/

20. 20
The 4 different responses
4. Re-purposed media space1. Proactively adapting 3. Celebrating social connection
amidst physical isolation
2. Addressing the lockdown

21. Response 03
Celebrating social connection
amidst physical isolation
The need for social connection right now is not
new news.
But, we have definitely seen an uptick in brands
celebrating and finding ways to facilitate it.
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22. 22
Facebook
“We made a short film, Never Lost, to honor
the solidarity and resilience of so many
people coming together during this time.
Thank you to everyone doing your part.”
- Mark Zuckerberg
An inherently social platform, Facebook has
credibility to talk about connection in these
times of distance.
https://www.youtube.com/watch?v=nWwVFywBCeY&t=1s

23. 23
BrewDog
UK brewery has created an online bar
experience to provide an opportunity for
locals and regulars to connect.
Each of BrewDog’s 102 online bars across
the world will also host a series of events
including beer tasting, homebrewing
masterclasses, pub quizzes, live music and
comedy shows.
https://www.brewdog.com/onlinebar

24. 24
Jack Daniels
Jack Daniel’s Tennessee Whiskey is helping
to show that the human spirit is alive, even
during a time when humans can’t physically
be together.
The ad, ‘With Love, Jack’, shows how friends
around the world are adapting to the new
reality of being apart while trying to stick
together.
https://www.youtube.com/watch?v=nmVRFui61U4

25. 25
Telecommunications
In order to help people stay connected,
Vodafone, Optus and Telstra are giving their
customers free data and unlimited calls.
https://www.whistleout.com.au/MobilePhones/News/
vodafone-coronavirus-COVID-19-support

26. 26
The 4 different responses
4. Re-purposed media space1. Proactively adapting 3. Celebrating social connection
amidst physical isolation
2. Addressing the lockdown

27. Response 04
Re-purposed media space
Many brands are swapping out their product-led
messages for messages of support.
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28. 28
QuickBooks
QuickBooks is donating its entire television ad
buy to run ads directing people to donate to
their just-announced Small Business Relief
Fund.
https://www.youtube.com/watch?v=l6V-Uu6Ax34

29. 29
AMI Insurance
To play its part in bringing people together,
AMI Insurance in New Zealand is launching
KindCast - a way for Kiwis to broadcast their
own message of support and kindness to
others.
To do this, AMI is offering up its TV
commercial spots and social media channels.
https://kindcast.co.nz/

30. 30
The BBC has dug into its extensive archives
to deliver a series of ‘Stay at Home’ public
information films with the help of some of its
best-loved catalogue titles.
A promotion of their programs also working as
a public-safety message.
https://www.youtube.com/watch?v=-bTNYzHkkMY
BBC

31. Language of COVID-19
02
31

32. Much of the communications around these ‘unprecedented times’ has become a
game of Bingo.
32
Corona Clichés is its own segment
on ABC’s media watch.
Almost every CEO has ‘personally’
issued an email on the crisis.
People are urging brands to stop
separating their logos.

33. A jarring re-frame of going outside An inspirational re-frame, when sport
has been all but shut-down
A PSA that doesn’t sound like one… and
a tongue-in-cheek jab at the competition.
So, here are some of our favourite examples of refreshing language that has cut through.
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34. Close look: Words are important, but actions speak louder than words
34
The Premier League are talking a good game with
#WeAreOneTeam
But this is not being put through to action.

35. 03
Good reads
35

36. ‘’Helping vs. Branding’ - Campaign
UK
Some smart people discussing how
brands should approach COVID-19.
While their opinions differ in some
areas, the common theme is the
same stance we've always taken:
try to help the greater good, even if
it comes at short-term cost to self-
gain.
Link: https://www.thetimes.co.uk/
article/the-war-against-coronavirus-
what-did-you-do-wn9lzzzg3
‘How adland is overcoming
production obstacles amid
COVID-19 disruption’ - L. Stein
"It turns out that one of the best
remedies for cabin fever is
creativity”.
How production and creativity is still
going strong amidst these new
pressures.
Link: https://www.campaignlive.com/
article/adland-overcoming-
production-obstacles-amid-
covid-19-disruption/1679054
‘The world after Coronavirus’
- Yuval Noah Harari
We’ll read just about anything that
Yuval Noah Harari, author of
Sapiens and Homo Deus, puts to
paper. Here are his thoughts on
how humankind will payout once
this is over.
Link: https://www.ft.com/content/
19d90308-6858-11ea-
a3c9-1fe6fedcca75?
fbclid=IwAR2J9lpnD8xiylAYvx34NR
s3_FlypfpJBM1rxICB_O8Wapcssxh
CsnHAk1w
‘Livestreaming schedule: music, art,
literature and events from Australia
and beyond’ - The Guardian
News from outside the industry –
well, from outside work – here’s The
Guardian’s round-up of the best
upcoming events to livestream!
Link: https://www.theguardian.com/
lifeandstyle/2020/mar/20/
livestreaming-schedule-music-art-
literature-and-events-from-australia-
and-beyond
36
There’s been a lot of noise in the industry, but here are some opinion pieces and
news stories that have struck a chord with us.
Good reads

37. Thank you, and look after yourself.
37