JanSport returned with a series of spots spotlighting the iconic backpack's constant presence in people's lives.
An extension of the brand's "Always With You" campaign, which was also helmed by creative agency Party Land.
Launched in June, the campaign initially featured Jansport backpacks dryly singing quirky songs about the mundane nature of living.
This time, the ads bring a subtler take to the campaign's dry humor, devoid of lyrics or dialogue entirely.
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Alexandra Reveles, VP of Global Brand at JanSport, highlighted the new focus on small, poignant moments relatable to Gen Zers.
"As the bag you take with you everywhere, your JanSport backpack can say a lot about who you are," Party Land Creative Director Natalia Fredericks added.
According to Fredericks, Gen Z's connection to their bags manifests itself in self-expression, creating a common thread.
By keeping its content short, relatable, and funny, JanSport does an excellent job of creating good videos that immediately resonate with the audience.
With this kind of video marketing strategy, JanSport successfully earned millions of views on YouTube alone.
Made for You
The first of four spots, "Casted in you," opens in a convenience store, where a customer in a cast goes up to the counter to make a purchase.
His cast is distinctly covered in drawings, scribbles, and signatures of his friends, just like his white JanSport bag.
The second spot simply focuses on two friends sitting by a gas station, eating a bag of chips.
One girl wipes her chip dust-covered hands on her clean JanSport backpack, creating a visceral and humorous scene that's sure to make anyone cringe.
The third spot highlights JanSport's sturdy construction, capable of withstanding even the worst conditions.
Opening with a shot of someone getting into a car, the short clip ends with a long shot of their backpack jammed in the car door, flapping in the wind.
The fourth and final spot simply lingers on the memorable shot of a JanSport backpack in a car, along with the car keys.
A group of friends tries to unlock the door, sadly peering through the window.
Meanwhile, earlier this year, Eastpak launched a campaign that highlighted the wonderful world of cosplayers, encouraging transformation and creativity.
Editing by Katherine 'Makkie' Maclang
