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Brands seek to strike right tone as they adjust to new rules of the pandemic

Lucy Jameson is facing a conundrum as she advises cautious customers of her advertising agency: when are companies allowed to make jokes about the pandemic-induced lockdown?

“I think it’s pretty soon,” said Jameson, a co-founder of Uncommon, reflecting on how advertisers are having to juggle the severity of the situation with the emotions of an audience who face being stuck at home for months. “You’ve got to do it cleverly. There are still lots of people dying, but people are desperate for a bit of light relief. It’s about striking the balance right.”

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