Oreo’s playful campaign looks to celebrate human connections forged during pandemic lockdown, turning themes from telecom advertising about connectivity into forming more human bonds with others. Along with much of Europe, the U.K. lifted lockdown restrictions this summer, although the U.K. recently enacted new restrictions, suggesting that marketers must be agile when messaging around the pandemic and related lockdowns. The campaign’s lighthearted tone is another sign of how advertising can be fun again after several months of a more somber tone that matched public concerns about the pandemic and its consequences on the economy.
