I agree we aren't ready to even start the process of getting back to quasi-normal. But the question was about a long-term advertising strategy for "when people

I agree we aren't ready to even start the process of getting back to quasi-normal. But the question was about a long-term advertising strategy for "when people eventually spend". I'm saying that "when" isn't a given; instead, it's an "if". Companies (whose cash flow just tried up) don't want to spend on "if".