JanSport's backpack ballads
The everyday nature of the humble rucksack is humorously explored in this delightful series of ditties from Party Land.
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Credits
powered by
- Agency Party Land/Los Angeles
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Credits
powered by
- Agency Party Land/Los Angeles
Credits
powered by
- Agency Party Land/Los Angeles
We get it, most brands want to be seen as sexy or aspirational, but it's a real joy when a company genuinely sees its place in the world of its consumers.
Such is the case with this delightful initiative for JanSport from Party Land, in which the Always With You nature of the humble backpack is explored in a series of deliciously disarming confessionals.
Tackling authentic situations like texting on the loo or pleasing people to our own detriment, the charming films combine lovely copywriting, funny direction from Field Unit's Rose Chirillo and Miche Sieg, and some on-point casting to make for a campaign full of endearing observations.
JanSport – Always With You - Buffer Bag
JanSport – Always With You - Lack of Outdoorsiness
JanSport – Always With You - Murder of Crows
JanSport – Always With You - People Pleaser
JanSport – Always With You - R.I.P. Jiggy
JanSport – Always With You - Why Am I On A Plane!
JanSport – Always With You - Why Don't They Make Men Like JanSports
“When a brand leans into who they genuinely are for their customers, rather than who they aspire to be, that’s meaningful," comments Natalia Fredericks, Creative Director at Party Land. "Always With You reflects how people actually use their JanSport backpacks. It’s an unpretentious companion for the mundane, often overlooked parts of life.
"We embraced that realness and created a series of everyday anthems that let us highlight JanSport’s product benefits in the most regular and unserious moments, with deadpan delivery and songs sung by the untrained actors themselves, not vocalists. It’s an intentionally unpolished campaign that makes a meal of simple moments, leaning heavily into our audience’s sense of humor.
"Our Gen Z team members’ own experiences informed our ideas and made ads that don’t look like typical ads, because they happen in the spaces where we live our real, everyday lives.”
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