The start of the new school year is as much an attitude as a date. Almost everyone is susceptible to the different energy in the air. As Tom Hanks writes to his mystery pen pal in the movie You’ve Got Mail: “Don’t you love New York in the fall? It makes me want to buy school supplies. I would send you a bouquet of newly sharpened pencils if I knew your name and address.”
School supplies are a serious business. In the US alone, according to a survey by Deloitte (quoted by Brand Innovators), consumers were expected to spend $31 billion on back-to-school shopping this year – and that’s just for 17-18-year-olds. It adds up to a lot of pens and erasers.
Over the summer, supermarket Aldi and McCann reassured parents who were worried about the forthcoming shopping ritual.
While this is not a favourite time of year for most kids, some of them actually enjoy learning how the world works. Here’s a splendid film from Mother, for the UK retailer Marks & Spencer, which perfectly captures the September spirit.
The Brits are masters of school-related campaigns, it seems. Here’s one from the agency Impero, for supermarket Asda and its “George” clothing brand.
The French also make a huge deal about La Rentrée – “The Return” – and supermarkets are only too happy to cash in on the number of products required by schools, as demonstrated by this spot for Auchan. Keep your eye on the shopping basket.
No schools without teachers, of course. This next film, from Canada, will keep you guessing until the satisfying payoff at the end.
A great teacher can have an indelible impact on your life, as this film from the Portuguese agency Coming Soon beautifully suggests.
We should keep in mind that education is a privilege that not every child enjoys. The narrative device in the next example, from SS+K in New York, cleverly captures the problem of absenteeism.
Let’s go back to the UK one more time, with a kinetic, brilliantly edited spot from Pulse Film, for Sports Direct.