Laughter is the best medicine: Navigating brand communication in challenging times

Looks at how brands can communicate in difficult times and how to strike the right tone in their advertising.

Marketing in the COVID-19 recession

This article is part of a series of articles from the WARC Guide to Marketing in the COVID-19 recession. Read more.

How can brands communicate in difficult times? How do they strike the right tone in their advertising, we have examined consumer expectations of brands in a crisis, and how people are responding to advertising content that brands have been using since the start of the crisis, especially with regard to humor.

WARC subscribers can sign in to keep reading

Not a subscriber?

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

WARC consistently delivers valuable insights that help to make me look like an expert in front of my colleagues and clients.

Dasha Boryso
Strategy Partner, Fetch

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands