The uncertainty surrounding back-to-school is resulting in a lot of careful footwork on the part of marketers. The latest to debut a back-to-school campaign is Macy’s, which plans to release a 30-second spot touting its fall wares for kids on Sunday.
“At Macy’s, we know that no matter how we go back, school will be different this year,” a spokeswoman said via email. The new spot, which will air on TV and in digital channels, is a reflection of that sentiment. It shows all the possibilities that could take place this fall, including kids learning at home alone and with parents and electronic devices, and children with backpacks entering school. The ad closes with the text, “No matter how we school, let’s be ready.”
Many marketers have taken a wait-and-see approach to back-to-school, a strategy parents are also deploying with their purchases. While some districts have already announced plans for remote learning this fall, like in Los Angeles, or a hybrid approach of in-person and e-learning, as in New York City, others have yet to submit plans to parents as they wait on government approval. With the number of coronavirus cases continuing to rise, all possible scenarios for school this fall remain on the table.