In the midst of a pandemic, it can be harder for people to justify spending money on new products and services. Understandably people are trying to save and budget their money, so how will you remind your customers that they need you? Maybe now more than ever?

In early July of 2020, Apple released a 7-minute ad that depicted the new norms of working from home all too well. And yes, it included all the trials that come along with online video meetings, family members and pets in the background, and everything you can imagine (and probably have experienced).

What makes this advertisement stand out is how throughout the entire mini-film, the focus was on how each of the characters from this group was using their Apple products to make working from home possible. While we all know how hard it can be to work from home, Apple made a point to show how their products can make this whole situation a little bit easier on you, the consumer.

In times like these, relating to your client or consumer and showing them that you get what they are going through, and hinting to the fact that your products will help them is the way to go. You don’t want to be the company shoving ads about your products in people’s faces without considering that they may really need to think carefully about what they will be spending on at this time. Acknowledging the struggle that we are all going through at this time is important; you don’t want to appear ignorant or tone-deaf.

Life and work don’t stop because of the pandemic, but Apple showed exactly how their products helped this team meet their big project deadline. At the end of the week, despite the trials and tribulations of working from home, the team is able to achieve its goals with the help of their Apple products. Apple products were not designed to weather the storm of a pandemic, but they still proved to be extremely helpful.

How will your company show your customers why they need you? How can your products make someone’s life easier right now? If there’s one thing this advertisement showed us, it’s that being relatable to your customers, especially at a time like now, will strike a chord with many. Reminding people that they are not alone is crucial and they will remember your brand and company for how you made them feel during this time. Show them that you are there for them.