Advertising is one of the social institutions through which cultural values, norms, and behaviors are conveyed. Advertising can mobilize a new set of values or reflect the changes in moral values and, therefore, is viewed as an independent force that is both a cause and a consequence of social change (Lantos, 1987). As an inseparable part of society, advertising alters and adapts its execution in response to emerging political, social, and economic issues, especially crises (e.g., Ahn et al., 2011; Mundel & Nieves-Pizarro, 2019). The quick response of advertising to emerging unusual events was exemplified by the COVID-19 pandemic and its subsequent lockdown. During the first months of the pandemic, advertising aligned itself with the changing reality, adapting its content, language, images, and appeals, taking on a new social role..