Presenting the first in our Silver Linings series of items about positive developments for publishers, writers and producers amid the tumult of the pandemic.

The demand for songs that uplift and spread a message of unity has skyrocketed in the COVID-19 era, as brands search for syncs to express reassurance and faith. Which is why Sony/ATV writer Marc Scibilia's "How Bad We Need Each Other" proved an appealing choice for the Samsung spot below. The ad addresses social distancing but focuses on togetherness—a tricky balance to strike, but the song does a lot of the heavy lifting.

"How Bad" was previously released in full flower via IRS/Capitol, SATV Global Sync master Brian Monaco informs us, but Samsung ended up using Scibilia's original demo version. Brian added that he'd love to chat further but he had 17 Zoom meetings, three FaceTime mixers and a Skype intramural softball game to attend to.