JanSport’s “Always With You” campaign, created with Party Land, is targeting Gen Z for the 2024 back-to-school season. Emphasizing everyday moments, the campaign features eight funny and relatable TikTok / YouTube spots showing JanSport backpacks in various real life situations. The ads, set to deadpan and unserious songs sung by actors, reflect Gen Z’s unique humor and candid experiences, like taking their backpacks with them everywhere they go (even the bathroom). According to Marketing Hustle, “78% of [G]en Z are more likely to share ads that they find humorous and relatable on social media, while 61% believe brands using humour in their advertising are more trustworthy.” (Little Black Book)
📊 YPulse data: 60% of 13-39-year-olds say short video ads grab their attention
