JanSport, the iconic backpack brand, is leaning into its “basic” reputation with a new series of humorous, Gen-Z-targeted ads.
The new campaign, created by Los Angeles-based agency Party Land, focuses on relatable everyday moments rather than polished aspirational imagery.
“When a brand stumbles into iconic status, why shy away from that and try to be anything BUT that? We focused on telling highly relatable stories in the everyday moments where our audience lives life.”
Natalia Fredericks, Party Land’s Creative Director
Unfiltered and Unserious
Each ad features an original song that appears unrehearsed, tonally challenged, and rough around the edges, described by Fredericks as “imperfect melodies, performed by our actors with a deadpan delivery directly to camera.”
The eight spots, releasing simultaneously on social platforms before the back-to-school season, tackle topics like personal space, people pleasing, and texting on the toilet through candid inner monologues. Even serious issues like breakups, fear of flying, pet deaths, and crow attacks are used as starting points for light-hearted narratives.
Data-Driven Humor
The humorous approach is backed by data:
- 78% of Gen Z are more likely to share ads they find humorous and relatable.
- 61% believe brands using humor in advertising are more trustworthy.
- 90% of people are more likely to remember funny ads.
- 72% say they would choose a humorous brand.
Trusting in the power of embracing a “basic” status, authentic Gen Z humor, and viral marketing can all capture attention and foster brand affinity in a crowded market. JanSport’s campaign provides moments of laughter while keeping the brand top of mind.
📩 P.S: We have a free newsletter! Get the latest marketing insights, trends, and case studies used to grow client businesses. Sign up here: diacreative.beehiiv.com/subscribe
🎙️ In a regulated industry like Health, Wellness or Medical? Check out our podcast “Pioneering Perspectives” wherever you listen to podcasts or on our site https://diacreative.com/podcast
