As September nears, brands are releasing their back-to-school ads but this year, the commercials and initiatives look and feel a little bit different. It is no secret that the COVID-19 pandemic has seriously disrupted everyday life—from the way we shop and dine to the way we work and socialize with one another. Needless to say, the climate is sensitive and with regards to school, many parents and kids are understandably anxious.
To support people in their journey, back-to-school ads seek to empower and encourage this year. Macy's, for example, launched a campaign that chooses to highlight emotions experienced during the pandemic and, simultaneously, avoiding negativity. Instead, the retailer's commercial "focuses on how different the new school year might look." This is combined with the tagline 'Let's Be Ready,' adding a tone of empowerment.
Encouraging Back-to-School Ads
Macy's Takes a Positive and Encouraging Tone in Its Commercial
Trend Themes
1. Empowering Back-to-school Ads - Brands are releasing back-to-school ads that seek to empower and encourage, highlighting emotions and avoiding negativity.
2. Sensitive Climate Ads - Back-to-school ads are adapting to the sensitive climate caused by the COVID-19 pandemic.
3. New School Year Ads - Back-to-school ads are focused on how the new school year might look.
Industry Implications
1. Education - The education industry can adopt empowering back-to-school ads that seek to encourage and guide students and parents.
2. Retail - The retail industry can focus on creating back-to-school ad campaigns that highlight the reality of our current climate while still promoting necessary products.
3. Marketing - The marketing industry can leverage this sensitive climate to create meaningful ads that resonate with consumers and offer a sense of empowerment and encouragement.