The Best Back-to-School Ad Campaigns Aren’t Always About School
When most people hear ‘back-to-school marketing,’ the immediate reaction is school buses, backpacks, pencils, and apples for your new teacher. But that’s a cliche, and at Adolescent Content, we know that Gen Z doesn’t buy based on cliches. The best ad campaigns go beyond the flurry of the first week and into what’s actually needed, and how to prepare yourself for the school year ahead. That’s why the best back-to-school campaigns don’t just sell supplies, they tap into the mindset shift that happens at the start of the school year.
Because that moment is a fresh start, or a restart. A time of reinvention, reconnection, and recommitment to being our best selves. That’s why our recent campaigns have focused on more than just the classrooms. Instead, we reinvented back-to-school campaigns and focused on identity, culture, and coming of age.
Whether we’re tackling underage drinking with Zero Proof, rediscovering retailers with Walmart, or learning about college athletes in partnership with OSU and American Eagle, we’re redefining what the best back-to-school ad campaigns can be.
Rethinking the Best Back-to-School Ad Campaigns for Gen Z
Drop the images of school hallways lined with lockers and displaying new items in lunch trays. The best back-to-school ad campaigns don’t need these cliches. Why? Because they meet Gen Z where they are: on TikTok, in their dorm rooms, or getting ready to head to a sports game.
At Adolescent Content, we (not to brag) have incorporated this shift perfectly in some of our recent campaigns:
Walmart: Shop the Moment, Not the Syllabus
When Walmart tapped Adolescent to reposition itself as a stylish, Gen Z-approved retailer, we knew back-to-school was the perfect entry point. Through a series of reels that were similar to what teens and college students already watch (think: quick, casual, and full of personality), we were able to begin to remold the idea of shopping at Walmart.
Much of this was done through product highlights and outfit hauls. The cliche back-to-school ads? Kept at a minimum. Instead, this campaign highlighted personal identity, creativity, and confidence, all the ingredients needed to create an amazing back-to-school campaign that fits in today’s culture. With over a million views on TikTok and Instagram, we helped to usher in a new generation of Walmart shoppers who saw themselves in the content.
Zero Proof: Starting a New Year Can Mean Making Safer Choices
When it comes to heading back to school, that can often mean that peer pressure is back full throttle…and that teens may need to rethink their priorities and how they tackle these pressures. Our recent campaign with Zero Proof, a public service initiative, was designed to tackle the rampant issue of underage drinking.
This campaign proved that the best back-to-school ad campaigns can spark behavior changes, not just purchases.
Through both a think tank we hosted and peer-to-peer storytelling across TikTok and Instagram, we had young creators do GRWMs sharing personal stories, with honesty, around drinking culture.
These were the most viewed stories yet in the initiative's history and proved that real dialogue around teenagers can exist outside of the school walls.
American Eagle: Back to Campus, Reinvented
Back to school doesn’t just mean back to classes; it also means back to campus. Our campaign with American Eagle captured this energy perfectly, without adding any cliches. Featuring OSU football stars Jeremiah Smith and Caleb Downs, we created a campaign that intersected sports, fashion, and student life in a way that was both effortless and aspirational.
The campaign was set on the steps of the Ohio State stadium, framed by stunning visuals and athlete Q&As, the campaign felt like a classic American menswear ad recreated for the modern student.
For us, this campaign was a reminder that the best back-to-school campaigns don’t need to be about school; they often just need to understand the rhythm of youth culture.
What the Best Back-to-School Ad Campaigns Get Right
Alright, now that we’ve gotten our best back-to-school ad campaigns out of the way, here’s the playbook:
Make it emotional, not educational: Today’s youth want to feel seen, not sold to.
Show life, not just school: Think campus, community, and culture.
Let real voices lead: The most trusted content comes from peers, not brands.
These are the details we work into our campaigns at Adolescent. For us, it’s not about trends, it’s about fitting in with the culture of the generation you’re trying to reach.
Want to Create One of the Best Back-to-School Ad Campaigns?
Whether your brand is tackling serious issues, launching new styles, or reintroducing your brand to a new audience, the back-to-school season is the perfect time to connect with Gen Z. Curious about where to start? Reach out, let’s build something together.