The pandemic caused brands to be sensitive to the environment, including the fact that many Americans were facing isolation, job loss, and living in a struggling economy. Brands made a conscious effort to connect with consumers during COVID-19. Brand messaging has always been cognizant of the fact that they need to reach female consumers with meaning and purpose but how did this messaging position mothers or female care-givers in relation to males who may have been home providing an equal

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... of care during the pandemic. This analysis of commercials investigates the relevance of gender in commercial messaging during a time when gender roles were shared as a direct result of pandemic restrictions.