The iconic Wassup! Bud ad of the 1990s may not have seemed to be promoting kindness and solidarity when it first aired, but the brand has updated its campaign to do just that. Responding to the COVID-19 pandemic, the edited version of the ad encourages people to combat loneliness during lockdown by checking in on their friends.

A survey has found that half of consumers are okay with brands running ‘normal’ campaigns that aren’t linked at all to the pandemic. And as people tire of repetitive ads that try hard to strike a heartfelt tone, veering away from that narrative could capture more people’s attention.

With people spending more time at home, they’re turning to entertainment to break the monotony of the everyday and channel their anxiety into something more hands-on. But can escapism really help people feel more empowered? And how do they want brands to speak to them during a pandemic?

In the middle of a pandemic, Americans are scrambling to keep abreast of the headlines – and stay sane while doing so. How can people stay informed while maintaining their mental health? And what else, besides objective information, can the media offer to those stuck at home?