The paper aims to identify the narrative communicative resources and
messages spread by brands within the background of a global pandemic. This study
compares two samples of advertising spots broadcast in Spain: one during the
COVID-19 lockdown period and the other selected from the last de-escalation phase
of the health crisis. A content analysis of a compendium of 125 commercials was
proposed. The main finding is the social function adopted during lockdown in order
to encourage the population with positive and resilient messages while during the
de-escalation the brands recover their traditional commercial role and, do not even
reflect reality with the persistence of the outbreak in the images and discourse. In
fact, it showed a first phase focused on branding and a second phase when the
population was urged to consume. The Covid-19 pandemic has shown a clear need
for brands to adapt to an environment that has dramatically changed overnight.
Practical Implications The paper includes implications for brands for sharing common
support for emotional and psychological well-being in health crisis. This social
function could improve their reputation and positioning globally.
