Behind every cool kid is a hip and happening JanSport backpack

Posted on Thu May 20 2010

Every marketer's goal is to establish a brand that is widely recognized by consumers and, ultimately, one that becomes part of the culture. JanSport says it has achieved such status and released this ad to show the popularity of its brand. The video, from ad agency Creature in Seattle (with help from digital studio TEAK), is titled "500 Pine St.," and starts out as a four-screen color montage showing young people in parks and on the streets, painting murals and having picnics. A JanSport backpack flashes on the screen, and the montage turns to black and white shots of Seattle. As the video returns to a montage, people are seen at dance parties and concerts, wearing JanSport backpacks—even a DJ sports one. The ad ends with the tag: "Discover freedom." It's obvious from the video that JanSport's idea of freedom is the art and club scene, where people express their individuality, but there's one thing that ties them all together: the JanSport trend. Even the choice of music fits in with the theme. The song heard in the background is by an indie band called the Broaderick. I don't see many JanSports on the streets of New York. But maybe I'm looking in all the wrong places. I probably need to find out where all the cool kids are.

—Posted by Elena Malykhina



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