Match, Coors, other brands are desperate to sell post-Covid Normal

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Illustration for the article titled A Dating App Would Really Like You To Forget About Covid And Start Boning

Screenshot: YouTube / Match (Other)

Wednesday, appointment Match app became the latest brand to officially declare the end of covid with its “Get Back to Love” video featuring jobless wedding singers begging people to start boning again.

At the start of the pandemic, nearly every brand that consumers had casually given an email address to began offering empty condolence messages, so it stands to reason that now, the day cities like New York and Los Angeles state that they are officially open for business, these businesses would like to send a message that horny fun is available and supplies are for sale. But today is also the day America passed 600,000 deaths due to covid-19 in a pandemic still ongoing, even if it is fading.

“It’s time for you to start recovering from your ex,” warns a wedding singer at the start of Match’s ode to Boning with the Intent of Getting Married. “Because you’re the double vaxxed, but you’re still AF single,” the line concludes, suggesting it’s time to worry about some more bullshit. Match is far from the only one in this joyful and festive post, declaring that our 15 month period of collective mourning is over, which rests on the bizarre assumption that grief can be turned on and off like a tap and solved with a new relationship or maybe a can of Coors. Marketing materials for the beer brand last campaign declare that “The past year has been filled with far too many ‘hold my beer’ moments – a shortage of toilet paper, blockages and deadly hornets. Each seems to outperform the last… But we’re optimistic for the summer of 21 and Coors wants people to slow down and come back to relax.

In either case, the message, which reduces the covid-19 pandemic to a downside, is that “real life” is weddings, beer, and other consumer goods, not the fact that America recently witnessed a collective real-time breakdown of our economic and political institutions, leaving Americans jobless and homeless as we watch a deadly insurgency on our televisions. ,

It is also highly unlikely that anyone realized how lonely he was during the pandemic. As the Battery reports, 83 percent of singlesIts tried online dating during the pandemic, and the dating app Hinge saw its downloads increase 63% in 2020 compared to 2019. And, of course, there has been no decline in sales of alcohol, with report from CNN soaring beer sales in April 2020.

If the last year has shown us anything, it’s that companies will get away with it, while people won’t. These aren’t desperate brands begging customers to come back, as the Match ad seems to imply, they’re brands desperately telling their audience to get back to the 2019 state of mind – wedding planning or “chilling” – to do their job, offering mundane products to people are generally positively indifferent to their attempts to sell these bland products, as easy as they were two years ago.

As the screeds of pandemic hobbies and lessons learned now turn to thoughts of the misery of seeing all of our friends having fun again without us on Instagram, the collective cultural amnesia around what just happened will inevitably set in, both for the fact that the past has to soften to be bearable, but also because it’s more convenient for anyone trying to sell a good time to tell the audience that he may never have been so sad in the first place.

“Now we don’t get paid,” the Match singers chide, “If no love song is played. We’re completely screwed, until you start fucking. The line sounds a lot more honest than that. most marketing content. It’s not the wedding singers who are probably fucked by an audience that doesn’t want to hear this bullshit right now. To get the old cogs spinning again, advertisers have to convince us that we are totally in the mood to party.

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