It is undisputed that the pandemic has had serious consequences in many areas. In its drasticness, it not only attacks our health, but also affects cultural and social spheres and causes rifts. This exceptional situation has also found expression in communication. Advertising messages transport social discourses and advertise in an emotional way. Normally, we-appeals are avoided in #marketing, the focus is on the product. Now the messages pick up people in private: “We are all not alone, we are a we”. Touching commercials were created, such as #Herzensangelegenheit by DocMorris or the hyped spot #derwunsch by Penny – often very somber. The viewer feels even more confronted with the corona theme. Current studies show that this trend is changing towards normality – and must change!