Page 80 - Adnews Magazine November-December 2021
P. 80
Pro-vaccination ads
This year, brands have been playing a role in achieving Australia's COVID-19 vaccination targets.
WORDS BY
MAHA OBEID
PAUL CHAPPELL
Partner / managing director Brand+Story
I’m all for pro-vax ads. Yes, even “Arm Yourself”. These four spots seem to
be motivated by two driving forces: nostalgia and tribalism. BWM and Clems getting the band back together and Nobay and Good One Collective rallying their own troops. Strategy-hesitancy may have dulled effectiveness though.
Creative Review
CRAIG BAILEY
Five By Five Global executive creative director
The surge of pro-vaccination ads from brands is painting a picture of bandwagoning, politicisation and propaganda. This is not
a place brands want to find themselves so
it makes any alignment and the sincerity of the message more important than ever. It is a very fine line.
ISABEL BRAND
Ogilvy copywriter
Unlike doctors, scientists and politicians, pro-vaccination ads are allowed to encourage the jab without having to prove anything. Tugging on heartstrings, dialling up the nostalgia, and reminding people what life could be like one day is a sure-fire way to get through to most people — even sceptics.
