# Comfort Commercial Ad campaigns take on more positive and soothing themes. By [Mishal Omar](https://www.trendhunter.com/MishalO) | Published Jun 29, 2021 | Category: [Marketing](https://www.trendhunter.com/pro/category/marketing-strategy) Source: Trend Hunter, https://www.trendhunter.com/protrends/comfort-commercial ## Key Figures - Trend score: 4.6/10 - Evidence articles: 4 ## What is the Comfort Commercial trend? **Comfort Commercial:** As the world gradually lifts pandemic-related restrictions, brands are increasingly prioritizing "wellness" to help ease people's lingering anxieties. This includes ad campaigns that focus on comforting and relaxing themes that offer a more positive outlook on the future than what has been seen in the last year. ## The consumer insight behind the Comfort Commercial trend Consumer stress has been at an all time high in recent months, with everything from social restrictions to financial upheavals having an impact on most people in North America. As people slowly grow accustomed to life going back to "normal," they seek out brands that help that process along--whether it's emotionally, financially, or recreationally. ## At a Glance - Evidence: 4 featured examples - Articles from: Aug 26, 2020 to Jun 25, 2021 - Published: Jun 29, 2021 - Patterns: [Acceleration](https://www.trendhunter.com/pattern/acceleration) - Megatrends: [Catalyzation](https://www.trendhunter.com/megatrend/catalyzation), [Authenticity](https://www.trendhunter.com/megatrend/authenticity) ## Audience - Gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, Europe, Asia ## Examples of the Comfort Commercial trend 4 featured examples from Aug 26, 2020 to Jun 25, 2021. - [Grandparent Ambassador Relaxing Campaigns](https://www.trendhunter.com/trends/how-to-chill): Coors Light Asks Canadian Grandparents "How To Chill" (Category: Life-Stages) Implication: Coors Light’s Masters of Chill series presents disruptive innovation opportunities by incorporating an engaging social media campaign into its brand promotions - [Post-Pandemic Gum Campaigns](https://www.trendhunter.com/trends/for-when-its-time): EXTRA Gum's 'For When It's Time' Depicts a Fresh Start (Category: Marketing) Implication: Opportunities to create campaigns that convey comfort and nostalgia while promoting indulgence and pleasure, using gum and other sweets. - [Comforting Travel Campaigns](https://www.trendhunter.com/trends/postvaccination-travel): Expedia Debuts New Campaign for Post-Vaccination Travel Demand (Category: World) Implication: The travel and tourism industry has an opportunity to accommodate changes in consumer behavior and expectations, as a result of the COVID-19 pandemic, and create new products and… - [Encouraging Back-to-School Ads](https://www.trendhunter.com/trends/backtoschool-ads): Macy's Takes a Positive and Encouraging Tone in Its Commercial (Category: Marketing) Implication: The education industry can adopt empowering back-to-school ads that seek to encourage and guide students and parents. **Workshop question:** How is your brand prioritizing post-pandemic transitions? ## Themes within the Comfort Commercial trend ### Wellness-focused ad campaigns Brands are prioritizing wellness-focused ad campaigns to ease people's anxieties as the world gradually lifts pandemic-related restrictions. ### Positive, encouraging messaging Ads seek to empower and encourage people, particularly around back-to-school season and post-pandemic life. ### Comforting nostalgia Marketing campaigns aim to depict comforting nostalgia of pre-pandemic life to inspire hope for a future that includes socializing and moments that cause smiles. ## What the Comfort Commercial trend means for industry ### For Marketing and Advertising Brands can utilize wellness-focused ad campaigns, positive messaging, and comforting nostalgia to reach and connect with consumers. ### For Travel and Tourism As more individuals become vaccinated against COVID-19, travel and tourism businesses can tap into the growing demand for post-vaccination travel by positioning themselves as ultimate travel companions. ### For Consumer Goods Consumer goods brands can provide products and services that offer emotional, financial, or recreational support, as people slowly grow accustomed to life going back to 'normal'. ## Trend signals for Comfort Commercial Trend score 4.6 out of 10, from popularity 78%, activity 51%, freshness 10%. - Popularity: 78% - Activity: 51% - Freshness: 10% ## Recent trend clusters - [Borrowed Relevance](https://www.trendhunter.com/protrends/celebrity-menu-promotions) (Marketing) - [Caffeine Remix](https://www.trendhunter.com/protrends/portable-caffeine-formats) (Lifestyle) - [Climate Buffer](https://www.trendhunter.com/protrends/range-extended-suv) (Autos) - [Purpose Tuning](https://www.trendhunter.com/protrends/electric-suv-variants) (Autos) ## Trending in Marketing - [Korean-Inspired Convenience Menus](https://www.trendhunter.com/trends/korean-inspired-convenience-menus) - [Prebiotic Soda Cans](https://www.trendhunter.com/trends/prebiotic-soda-cans) - [Mascot-Led Hot Sauce Identities](https://www.trendhunter.com/trends/mascot-led-hot-sauce-identities) - [Remarkably Comfortable Canadian Sleepwear](https://www.trendhunter.com/trends/sleep-the-label) All articles: [Marketing](https://www.trendhunter.com/marketing)