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When COVID first hit, many brands were left scrambling to rethink their whole ad messaging strategy. Expedia’s globe-trotting garden gnome was put on house arrest, and the Charmin bears went into early hibernation. Ads featuring vacationers frolicking on white sandy beaches suddenly became irrelevant (if not cruel) amid announcements of lockdowns and mask mandates. But it hasn’t been all bad news. The pandemic has given brands the opportunity to show their softer side. And one thing we’ve seen consistently since