It's back-to-school time, America. Across much of the South and Midwest, in fact, kids are already battling with their parents about bed times and homework. And retailers are in a pitched battle to separate those same parents from their school-supply budgets.
In ad circles, Old Navy's already won the war with its
girl-power-tinged teen anthem "Unlimited" from CAA Marketing. And for good reason. It's an
excellent music video that made even my inner young-adult scream,
"THEY GET ME! THEY REALLY GET ME!" But how hard is it to sell
insecurity and uplift to a teenager?
Not as hard as it is to break through the back-to-school clutter and get harried parents to even notice you, much less consider driving to your store to buy back-to-school clothes, wide-ruled loose leaf and No. 2 pencils and a protractor that will go unused.
For that particular battle, I'm going to put my money on Kmart's "Kicks, Jeans and Hoodies" -- aka The Lunch Lady Rap -- from agency FCB.