This article was first published by Digiday sibling Modern Retail.
JanSport backpacks can be seen singing all over TikTok and YouTube this summer, with a back-to-school video strategy centered on absurd, cringey humor designed to make student scrollers watch twice.
Lindsay Read, JanSport’s head of marketing, said this year’s “Always With You” campaign continues the themes of last year’s cringeworthy short-form video ad campaign that led to the brand’s highest grossing sales month in its 57-year history. Those ads aimed to show how dependable JanSport bags can be in every situation, whether hiding in a bathroom or burying a beloved pet, with actors singing made-up songs about their bags. JanSport again teamed up with ad agency Party Land for the new 15-second and 30-second spots, which showcase the singing backpacks as they fall in love on elevators, rot on couches or get thrown at bugs.
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