Back to school season has returned and so too have some of the most upbeat and wholesome ads of the year. This year brings fun and energizing campaigns from brands both big and small. Familiar faces are back for the 2024 return to school – including ads from Macy’s and Target. Amazon is also working hard to cement itself as a top back to school contender.
The traditional back to school ad format of bright colors, poppy music, and light humor reigns supreme in 2024. But while advertisers played it safe, there were still some standouts well worth talking about.
The top 5 back to school ads of the year
These are the best ads from 2024’s back to school season.
Target – Notebook to Inspire Your Star Wars Dreams
Target released a series of ads this year, letting students shine and tell their parents exactly what they need for the first day of school. Kids can say the darndest things, and this series exaggerates that humor while highlighting the wide range of school supplies Target has in store. This series also brings to life the colorful backdrop we’ve come to expect from back to school ads, while simultaneously less jarring than some of its competitors.
Walmart – School Style Decoded
Walmart has taken the quintessential back to school ad to the next level with this one. Who hasn’t seen a school supply ad featuring a cafeteria runway or a hallway dance break? We all have, but Walmart has taken this format and added some much-needed production value. Sometimes you don’t need to reinvent the wheel, but it never helps to improve it.
Kohl’s – Find back to school must-haves
Kohl’s uses humor and great deals to draw in parents this back to school season. This ad features a kid outgrowing their new clothes, right before our eyes! This gives Kohl’s the perfect opportunity to highlight their value: great deals on quality clothes for the first day of school. It presents clothes as an essential back to school item. After all, that summer growth spurt is likely to leave your school pants a little too short.
Amazon – Spend Less on Your Kids
Convienice and cost are Amazon’s biggest selling points and they convey that message using relatability. This ad features a school walk-through from actress Michelle Buteau, highlighting all the costs that add up when going back to school. While kids can be expensive, Amazon puts forward that it makes saving as easy as it is essential. Full of humor and recognizable school imagery, this ad draws in parents and gives them exactly what they’re looking for.
Key Takeaway
This year’s back to school lineup worked within the expected formula, but there are always brands that do it better than others. Alongside punchy colors and parental jokes, strong production went a long way in 2024. When playing by the book, a perfect execution is that much more important.
To see more from illumin, be sure to follow us on Twitter and LinkedIn where we share interesting news and insights from the worlds of ad tech and advertising.
