Google is temporarily stopping its SameSite third-party cookie tracking rules to ensure businesses using websites to communicate about essential services such as banking, online grocery and health care remain accessible to Chrome users during the coronavirus pandemic. In March, Google said it would focus Chrome and Chrome OS updates on security, rather than more features.
Walmart, with FCB Chicago, launched a 60-second "Lean on Me" spot, inspired by a Facebook video created by its employees and set to the classic 1972 song by the late Bill Withers. The ad features Walmart staff singing the track, along with footage showing how they're supporting communities, and includes the tagline, "Here for You."
Volkswagen has replaced its regular ads with a bilingual push called "Community-Driven Promise," and the English spot was created by Johannes Leonardo and the one in Spanish created by Creative on Demand. The campaign promotes VW's coronavirus response efforts, which includes financial relief programs for customers, and the spots feature Volkswagen dealers across the country pledging "we're here to help" amid images of empty stores, schools and streets.
Deutsch Los Angeles is reminding consumers that Taco Bell is still open for drive-thru with a "Windows" spot that displays a Zoom-like montage of user-generated content showing people picking up orders in their cars. The ad begins with a voice-over saying, "When you need a little light, it helps to open a window," and is running across TV, social, digital and radio.
Lindsay Rittenhouse talks to industry insiders about the cancellation of this year's Cannes Lions Festival of Creativity. McCann Worldgroup's John Mescall says, "Cannes has done absolutely the right thing. It's important for us to do everything we can right now to get through this and keep our clients as successful as they can be," while FCB Global's Carter Murray says he hopes the festival will evolve to "a more digital experience where more people can participate remotely."
Teen Vogue is creating a virtual prom on May 16 that will enable high schools to participate in a Zoom dance with special backdrops, customized playlists and cameos from TikTok stars and celebrities. The publisher will promote the virtual event with an Instagram Live series featuring a prom committee and advice on fashion and dancing.
Snapchat is urging brands that use its platform to adapt communications to current consumer sensitivities in the wake of the coronavirus pandemic, including shifting from product benefits, hard-selling, calls to action and broad messaging to consumer benefits, offering assistance, brand equity and empathetic verbiage, according to a post. More specifically, marketers should communicate with users by spreading positivity, "gamifying your brand messaging" and lifting individuals "by spreading awareness of local causes."
Amazon is now allowing advertisers to deliver cross-promotional targeting based on specific searches such as touting running shorts or sweatshirts to people searching for running shoes on or off the retailer's site. The ads feature a product image and customer ratings and can also include savings badges.
The Local News Advertising Whitelist, developed by the Brand Safety Institute, the Local Media Consortium and consultant Scott Cunningham, is a free service that connects brands with more than 3,000 vetted brand-safe local media outlets. "Now, more than ever, local media organizations need the revenue generated by advertising from national brands and companies so they can focus on delivering vital reporting on a daily basis," says Local Media Consortium's Fran Wills.
Marla Kaplowitz, president and CEO of the American Association of Advertising Agencies, talks about what the organization is doing to help agencies during the coronavirus pandemic, including advice on government relief for businesses and creating mechanisms for knowledge sharing. "I truly believe we need to help support our members now more than ever, and they need to support their clients now more than ever," she says, adding, "We have completely shifted what the priority is."