This paper attempts at examining consumer responses across advertisements with varying levels of Covid-19 related cues used in product advertisements. We explore how consumers differentiate between the cues and how the various cues interact. An experimental design was used to vary the degree of cue relatedness to Covid-19 across three different product advertisements. Overall, our research aims at extending contribution to advertising literature by specifically studying the effects of types of cues and their relevance in the context of a global pandemic.