How Marketers and Agencies Are Trying to Strike the Right Tone in the Age of Coronavirus

Coors Light, Hershey's, KFC and others have dropped campaigns that could've crossed a sensitivity line

Woman at subway station holding a toy stuffed dog
Coldwell Banker rolled out its emotional 'Guided You Home' spot as planned before the pandemic hit. Coldwell Banker

Key insights:

Fast-food giant KFC debuted a new commercial recently that features 60 solid seconds of people eating chicken and then sticking their hands in their mouths. There’s no dialogue, just a lovely classical piano backdrop and lots of satisfied-looking diners ignoring their napkins. What better way to viscerally bring to life the iconic tagline “It’s finger-lickin’ good?”

This story first appeared in the March 23, 2020, issue of Adweek magazine. Click here to subscribe.
@TLStanleyLA terry.stanley@adweek.com T.L. Stanley is a senior editor at Adweek, where she specializes in consumer trends, cannabis marketing, meat alternatives, pop culture, challenger brands and creativity.