finger pressing off button on TV remote Source: Shutterstock

For many of us, more time at home has meant more time in front of the TV, and the privilege of witnessing the first wave of pandemic-era commercials. These past two months, they have fallen into one of two categories – before COVID-19, when it was normal to crowd a ton of people into a room to shoot a beer commercial, and after, when producers had to begin leveraging stock footage and voiceovers to create spots that acknowledge the current crisis in some way. The people behind major brands no doubt felt pressure to rethink their campaigns fast, because it didn’t take long for the pre-COVID commercials, which may show the no-longer-acceptable handshake greeting, for example, to become irrelevant or even offensive in viewers’ eyes.

The first pandemic-era commercials to hit cable channels in my region were from car manufacturers and fast food chains. The message to consumers was simple: We’re making it easy for you to keep doing business with us without coming into contact with people and therefore putting yourself at risk of catching the virus. Although a more realistic thought behind them might be: This is going to be the worst year of sales in our company’s history, and we’re freaking out. So please, please spend some money to help save us, even though you’re probably unemployed.

Complete your profile to continue reading and get FREE access to, part of your ALM digital membership.

Your access to unlimited content isn’t changing.
Once you are an ALM digital member, you’ll receive:

  • Critical information including comprehensive product and service provider listings via the Marketplace Directory, CU Careers, resources from industry leaders, webcasts, and breaking news, analysis and more with our informative Newsletters.
  • Exclusive discounts on ALM and CU Times events.
  • Access to other award-winning ALM websites including and

Already have an account?

Natasha Chilingerian

Natasha Chilingerian has worked in the credit union space for over a decade. She joined CU Times as managing editor in 2015 and was promoted to executive editor in 2019. Before that, she served as a communications specialist for Xceed Financial Credit Union (now Kinecta Federal Credit Union) in Los Angeles from 2013-2015, and as a CU Times freelancer from 2011-2013. She has been a professional writer and editor for more than 17 years, specializing in news and lifestyle journalism as well as marketing copywriting for companies in the finance and technology space.

More from this author

Dig Deeper


Credit Union Times

Join Credit Union Times

Don’t miss crucial strategic and tactical information necessary to run your institution and better serve your members. Join Credit Union Times now!

  • Free unlimited access to Credit Union Times' trusted and independent team of experts for extensive industry news, conference coverage, people features, statistical analysis, and regulation and technology updates.
  • Exclusive discounts on ALM and Credit Union Times events.
  • Access to other award-winning ALM websites including and

Already have an account? Sign In Now
Join Credit Union Times

Copyright © 2022 ALM Global, LLC. All Rights Reserved.