Since early March, the United States has been tasked with mitigating a global pandemic. The coronavirus has changed the way that Americans go about their daily lives, destroyed businesses, and created a major challenge in terms of maintaining a stable economy while taking appropriate health measures. Despite these issues, multiple companies have enjoyed great marketing success as a result of American vulnerability. Amazon, One of America’s most expensive and successful businesses, has taken advantage of their position as a contactless delivery service. The onset of Coronavirus has presented Amazon with an opportunity to showcase their services in a time where online delivery is in high demand.
“Rising to the Challenge” is a commercial released by Amazon on April 22nd, 2020, which highlights Amazon’s efforts to continue their services despite the pandemic. The commercial acknowledges the challenges presented by the virus, but carries a tone of confidence and power, an attempt to highlight the strength of the company. Amazon seizes advantage of this marketing opportunity by displaying employees taking appropriate safety precautions, making consumers feel comfortable using Amazon’s services. The commercial also shows large quantities of packages continuing to move through Amazon’s hands, showing the public that the company is still committed to providing quality work.
Companies such as Lysol, Kleenex, and online monopolies like Amazon were able to capitalize off of the Kairos presented by the onset of COVID-19. Amazon’s “Rising to the Challenge” commercial makes consumers feel inspired and comfortable about the efforts that Amazon is making to provide safe service. Many Americans have become angered by companies attempts to market their product during this time, arguing that they are preying off of desperation and fear. Whether or not people agree with companies decisions to capitalize off of the coronavirus pandemic, Amazon viewed the pandemic as an opportune moment to make a statement.
I analyzed a coronavirus ad too, but I appreciate your further commentary about the public reaction to being “preyed off of.” I think this is both a blessing and a curse of kairos: though the timing might be right, the appropriateness must also be acknowledged. Nevertheless, Amazon takes full advantage of the current situation and, as you said, makes the consumers feel safe and in good hands!
I love how you featured a company that is profiting greatly off of the current pandemic, like Amazon, that is using this unprecedented time in our world’s history to their advantage. It shows an even greater disconnect between the company caring about the safety of its consumers and making money. Additionally, I like how you included how some Americans view these kairos commercials as insensitive because these big corporations have their ethos to their disadvantage. Overall, your blog post was VERY well-written, and I’m excited to see the future content that you put out : )
I think this commercial did a great job of promoting Amazon’s devotion to their customers. It’s crazy to think just how much their sales have gone up since the start of this pandemic. The use of kairos here is very obvious since they capitalized on something that is a major focus in literally everyone’s life right now.