At this point, I’m not in the market to debate the effectiveness of masks with COVID-19. Listen to the health professionals. Wear a mask. But, there is the question of what happens when masks show in commercials and ads.

Somewhere in the downward spiral, masks became political. How? I’m still not sure. But, it can make marketers reluctant to throw their hat into the ring. There are plenty of ads that promote mask-wearing, such as CNN and Vistaprint.

There are also these hilarious ads. A study by U.C. Berkeley and Middlesex University London found that men see masks as “uncool, shameful, and a sign of weakness.” To me, those arguments don’t hold much weight when learning the necessity of masks. Though, I feel for Governor Steve Bullock of Montana. I’m assuming most of his constituents fall into that bucket, so these ads use humor and the idea of “macho masks.”

But, what about masks in general commercials that don’t promote mask-wearing?

Marketing Dive’s study concluded that with a subtle inclusion of masks, 48% of viewers expressed positive sentiment toward a brand, while 33% reacted negatively and 19% had neutral or mixed feelings. Should the ad not have any mention of masks, viewers didn’t remark on a wish for them. In general, viewers tend to ignore the absence of masks while focusing on other creative aspects of the ads. Though, the way ads include masks is important because it could be seen as insensitive.

It’s an interesting finding. I do see that including masks just to include masks can be tone-deaf. When it’s too sales pitchy, it loses its authenticity and credibility. Like, Hershey’s Ice Breakers created the problem, “mask breath,” as if people didn’t have enough issues with a pandemic and volatile economy.

However, the most interesting thing of all was Southwest’s decision to not include masks in its latest commercial. Despite the declining industry, Southwest has promised to not lay off any employees and continued to advertise. They created “Wanderlust,” a national spot.

Brilliant? No, but it’s a big thing that they’re continuing to advertise as others scramble, laying off many. Southwest CMO Ryan Green said that it was an internal debate whether to include masks or not. Ultimately, they decided to go on a case-by-case base in their advertising. It makes sense. Airlines don’t have the best rap sheet when it comes to having sanitized surfaces and clean, fresh air. Including masks could remind audience members of the lack of safety on planes. But, it could flip the other way by showing how many precautions Southwest is taking. It’s a difficult choice. KPIs are different in these times where demand is extremely low. So, only time will tell what happens to Southwest.

Masks are always going to be a hard call.

It will be determined by the ad whether it’s appropriate. I think that it’s generally a good idea as more people – even Trump! – believe in the effectiveness of masks. As always though, double-check your ad with many sets of eyes to ensure that it’s not tone-deaf.