Back-to-school and back-to-college shopping is expected to reach $75.8 billion this year, according to the National Retail Federation, with most of the shopping happening at discount and department stores and online. With sales at stake, brands are upping the ante with TV and web spots that are kid-created, ultra-hip, star-studded or hashtag-heavy to make cash registers sing. Here are six of our favorites.
From Advertising Age: “Kids are doing the heavy lifting in Target’s new back-to-school campaign, a seven-spot effort in which children direct, perform and design.” Hearing the kids’ stories of their school experiences is sure to tug any parent’s heartstrings.
You wish you were as cool as the kids in Nordstrom’s :30 “Back to School Looks Like This” spot. Kick back and relax—and dream of that soundtrack as your own little ones walk to class on the first day.
In stores, Nordstrom is back at it again, launching pop-up shops that celebrate the 50th anniversary of the Vans brand. Read more about that here.
Fans of Modern Family will get a chuckle out of Best Buy’s spots for the season. “Best Buy has launched a new back-to-school ad campaign that features comedian, actor and producer Adam Devine in a series of educational and humorous TV, digital and social spots. Each element highlights a common scenario students face, and shows how to navigate awkward and difficult college tasks.”
Staples is also after the laughs this year with spots that emphasize the company’s low prices—which is convenient when kids are hard on their new school supplies.
Old Navy tapped comedienne Amy Schumer to tout its back-to-school wares. She plays a confused and slightly crazy aunt in the commercial that also stars several YouTube child actors.
Hefty is going head-to-head with Ziploc in the race to be the baggie of choice for discerning parents this year with its clever #saidnoschoolever effort. From MarketingLand, “The campaign calls attention to the ongoing lack of funding many schools face with teachers proclaiming the complete opposite of the reality they face on a daily basis. Hefty ensures everyone gets the sarcasm by using the hashtag #SaidNoSchoolEver.”
Isn’t that the truth?