It was a quick fad to include pandemic plot lines in the latest serial tv shows or whole movies surrounding the pandemic, but that fad is being ditched, and advertisers are also following suit. Brands are instead shifting for a more optimistic and comedic tone and looking to the post-pandemic landscape. This is wildly different from 2020 where many campaigns not only featured but centered around the pandemic. Many creative directors felt a sense of obligation to not only acknowledge and confront the pandemic but also educate the public. Brands no longer feel that if they don’t feature the proper pandemic protocols the public will feel okay to ditch their masks. The more optimistic tone also reflects how people are beginning to feel as many restrictions are lifting as omicron is dying down.
