As a recent college graduate, I’m having a hard time believing that for the first time in 17 years I won’t be in “Back-to-School” mode in a few weeks. However, for many other people, the end of August means the end of swimming pools, BBQs and family vacations, and it marks the start of classes, homework and new clothes and school supplies. Back-to-school ads are coming at consumers in full force, and on this Two for Tuesday, we’re featuring two creative back-to-school campaigns.
For this back-to-school season, Old Navy recently released an original back-to-school song and music video, “Unlimited.” This campaign represents a move by the clothing company to move their marketing strategy beyond television ad spots. The video will only be available through Old Navy’s YouTube page, and the song is available for download online. Geared towards younger consumers, the video features several YouTube celebrities such as Miranda Sings and Josh Levi. The idea to center the back-to-school campaign on an online platform came from the viral outtakes from Old Navy television ads starring Amy Poehler. Additionally, Old Navy is turning this online ad venture into a cause campaign, as proceeds from iTunes purchases of the song will go towards Camp Old Navy which the company sponsors through the Boys & Girls Club of America.
The electronics and appliances chain appears to have taken inspiration from the 1998 Wes Anderson film, “Rushmore” for their back-to-school campaign. The films’ protagonist, 15-year old Max Fisher is king of extracurricular activities at his high school, Rushmore Academy, participating in everything from calligraphy club to Model United Nations. Best Buy’s “Part-Time Everythinger” commercial features a high school student who wants to do it all. With the help of “America’s Back-to-School Techfitter” (and an HP 2 in 1 laptop), he can do it all–everything from fencing to finding an internship. Although Best Buy is keeping mum on whether the commercial was an intended homage to the film, a Best Buy rep told AdFreak, “any time you’re compared to an Academy Award-nominated director, that’s a good thing. And to be honest, better to channel Wes Anderson than Wes Craven.”
Now doesn’t everyone feel like getting in the back-to-school mode?
Cover Photo Source: Monkey Business Images
[author] [author_image timthumb=’on’]https://wpmaster.sjadv.com/wp-content/uploads/sites/3/2013/04/Our-Space-The-San-Jose-Group.png[/author_image] [author_info]Jenny is a Junior Executive at SJG. She earned her BA in Psychology and a minor in Educational Studies in 2014 from Colgate University. Outside the office, Jenny loves to travel (usually to Disney World), bake and watch copious amounts of TLC.[/author_info] [/author]