The first Covid-19 montage ad filled your heart with a party of emotions. The second made you smile. The third made you a warrior, fighting this pandemic thing. Now there are dozens.
Grey New York copywriter, Samantha Geloso, has produced a Covid-19 montage ad with a few friends. It’s a parody. That had to happen. But it’s really, really clever. It’s not just a swipe at Covid-19 montage ads, it’s a swipe at formula advertising.
Here’s a transcript of the voiceover:
Hey. We’re a brand.
Things are pretty crazy right now, huh?
Maybe you’re a little scared.
We are too.
Scared of losing sales.
But our advertising agency said that tragedy wins awards.
So here’s some sad pictures of places you probably recognize.
Like this.
Look, it’s a Target, but empty.
We’re going to show pictures of people now
to remind that brands are also humans.
Our advertising agency said that people like humans
and that this shot
will get them to Cannes.
Look, a healthcare worker with one tear.
Is it a happy tear or sad tear?
(Idunno)
More eyes, more tears
That’s the stuff
And now, an emotional montage
Because we want you to remember life before the thing
Hugging
Dancing
Old person in front of birthday cake
TikTok
Baby
Bees
Finally,
a crisp white screen.
Is this the end?
No.
It’s just the first part of the tagline.
And now
the second.
Finally, we’re going to ask you to do something for us.
And if you don’t do it,
you’ll feel like a bad person.
Thank you.
Here’s the ad:
https://vimeo.com/405997652
