With the onslaught of back-to-school ads taking over television screens this time of year, it’s not always easy for brands to make their products stand out.
L.L. Bean opted to use a ‘show don’t tell’ approach for their latest backpack campaign, which has been voted by US Creative Department readers as Ad of the Week.
The spot starts with the question, “Why would you need a backpack that’s backed by a guarantee?”
It then goes to show what the average kid’s book bag endures during a normal school year, as backpacks are shown being jammed into lockers, rolling down a flight of stairs, and being hoisted up into treehouses.
Besides the TV ad, agency Erwin Penland has also created social content designed specifically for Pinterest and Facebook sponsored ads as part of the brand’s ‘Designed Smarter, Built Tougher’ campaign.
If you’d like to vote for next week’s winner, visit our US Creative Department here. The ad that receives the most votes will be named ‘US Ad of the Week’ next Wednesday
Chief Creative Officer: Con Williamson
Executive Creative Director: John Cornette
Art Director: Kristopher Delaney
Copywriter: Danny McHatton
Additional Credits: Producers: Carissa Marlowe/Samantha Helfer
Group Account Director: Kat Shafer
Account Supervisor: Amanda Dwyer
Production Company: Oo La La
Director: Kristopher Delaney/Danny McHatton
Director of Photography: Patricio Suarez
Executive Producer: Luanne Allgood
Line Producer: Nina Sloan
Editing House: Beast Editorial
Editor: Amanda Moreau
Producer: Laura Molinaro
Composer Robert DiPietro
Producer: Jack Bradley
Audio Mix: Sonic Union
Mixer: Steve Rosen
Published: July 2015