Oscar Mayer turns the tables on a back-to-school tradition in this spot aimed at elementary school parents: Moms writing little notes for their kindergartners and placing them in their lunch bags for them to open at school.
This time, it's the kids who pack the lunch bags and write the notes for their Moms, with a little help from fathers -- acknowledging that much of the time, it's the mothers who are more emotional about the start of school than their offspring. In a cute touch, the kids even pick out back-to-school outfits for Mom, too -- and when she gets back from dropping them at the schoolbus, it's all waiting for her.
The campaign, by Olson Engage, will run on social media. We reckon the target audience will definitely find themselves welling up as they watch.