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The Best Back-to-School Campaigns

The Best Back-to-School Campaigns




The Summer is coming to an end and pupils will soon return to school. Not only is this a big time of year for the children, teachers and parents, but back-to-school season is also a major marketing and sales opportunity for retailers.

In this article, we take a look at the most compelling campaigns, created by some of our favourite brands. Keep reading to reveal our list of A* back-to-school adverts.

Google: “Thank you, teachers. Thank you times infinity.”

Throughout the pandemic, home learning was a difficult time for everyone involved in education. Parents had the challenge of not only teaching their children but also having to learn a whole new set of equations and specialised words. As for the children themselves, well let’s just say that they couldn’t WAIT to get back to school.

In its 2020 campaign “Thank you teachers”, Google used their own trending data to portray what people were searching for throughout the covid lockdown. The humorous ad also combined UGC clips of parents and pupils, showing the reality of home teaching. Common search terms included “what is a synonym”, “how to teach from home” and “how to find the value of x”.

Asda: “Arrive like you mean it.”

After a long year of uncertainty and academic challenges, Asda launched its iconic back-to-school advert “Arrive like you mean it”. The short video features a group of pupils who are rapping about their return to school. With sassy attitudes and groovy moves, the children promote Asda’s sustainable school uniforms in a completely unique yet extremely compelling way. 

Unlike the usual back-to-school campaigns, this one targeted the pupils and not their parents. After a successful launch, the catchy soundtrack went viral on TikTok, with thousands of people creating their own versions of the ad.

Sports Direct: “School Starts Here”.

Along the same vein, Sports Direct has also opted for a more contemporary approach to “back to school”. Following its 2021 iconic campaign featuring TikTok stars Ollie Ball and Jacob Pasquill, the retail company has once again considered its Gen Z audience. Following on from last year’s hit ‘School Starts Here’, the 2022 ad features TikTok stars Stepz and Nizzy. Capturing the essence of youth culture, this campaign portrays the exciting reality of being reunited with friends.

Watch the AD here: 

Amazon: “Spend Less on Your Kids"

Featuring actress and comedian Kathryn Hahn, the 2022 Amazon back-to-school campaign has a focus on “spending less”. With relatable lines such as “have you seen these gas prices?”, Amazon addresses the widespread concern about the cost of living. 

Well-known for her comedic roles, Hahn provides a light-hearted outlook on the stressful and expensive time of heading back to school. Addressing relatable situations such as buying clothes after a growth spurt and replacing back-to-school stationery, Amazon advertises the idea that “this year, no price is too low for your children”. In a world where parents may feel pressured to buy expensive supplies, Amazon reassures their audience that it is okay to “spend less on your kids''.

Kellogg’s: “Back To School”

In a vibrant animation, this advert tells the tale of a dad and son during lockdown. The boy narrates his experience with home-schooling, video calls and everyday activities. As he then returns to school, he reassures his father that everything will be okay because they can still have breakfast together.

This light-hearted advert serves to remind viewers of the importance of spending quality time with their loved ones. It is also a reminder that breakfast should always be a precious part of a child’s morning routine.

And there you have it, a few of our favourite back-to-school advertisements! Need a hand with an upcoming campaign? Get in touch today!