JanSport continues its focus on unremarkable moments in Gen Z lives with four wry global spots, where the brand’s backpacks are a ubiquitous presence.

Following a back-to-school push earlier this summer, built around quirky songs, the new ads are dialogue (and song) free. Instead, they simply present everyday scenarios where JanSport backpacks happen to be around—from car trips to convenience store visits. This ubiquity is what makes the brand iconic, even if it’s not always been considered cool in the traditional sense.

The campaign is from Party Land, known for its humor. The tagline remains, “Always With You.”

“In our 57 years, JanSport has always been there. Our bags have seen a lot of things,” said Alexandra Reveles, VP of global brand at JanSport. “The subtle humor of this campaign manages to highlight small, poignant moments revolving around our bags and extend them to the lives of Gen Z globally through incredibly relatable moments.”

“As the bag you take with you everywhere, your JanSport backpack can say a lot about who you are,” said Natalia Fredericks, creative director at Party Land. “While Gen Z around the world may express themselves and their humor differently, their connection to their bags—and how they use them—creates a common thread.”

The new campaign is heavy on social and digital, including TikTok and YouTube, across Latin America (Argentina, Chile), Asia-Pacific (New Zealand, the Philippines, South Korea), Europe (the U.K., Ireland, Germany) and the U.S. The video are accompanied by out-of-home ads.

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