With so much having changed in the consumer mindset in 2020, it stands to reason that how we talk to people in advertising, and what we say, should change as well. But how much should it change? While producing updated imagery and messages to be sensitive to this new world is a good thing, I’d argue that producing entirely new advertising is very much not a good thing. Here are the reasons. 1. Familiarity is comforting. In his book Hit Makers: How to Succeed in an Age of Distraction, Derek Thompson argues that it’s familiarity that draws us in – and effectively gains our attention, interest and...