Retail brands are the most popular kids in the back-to-school ad category, according to new research from television and video analytics firm Ace Metrix.
This year's top-scoring ads below.
1. Target – Supplies They Need
This Kim Wilde-quoting ad highlights Target's plan to donate school supplies to the Kids in Need Foundation.
The pitch: parents who buy pencils, rulers and other supplies can feel good knowing another child will start the semester prepared.2. Best Buy – Four Majors
The star of this ad about an industrious female student is an Intel-powered laptop/tablet, which is aimed squarely at parents of college-aged kids.
3. Old Navy – Spelling Bee
With Amy Poehler in charge of a spelling bee for young children, we are all winners.
4. Kohl's – Back to School
This rapid-fire spot cuts through a mixture of kid- and home-centered products.
5. Best Buy – Get It
All The male version of the overachiever featured in another Best Buy spot, "Four Majors," is more focused on the audio-visual capabilities offered by the Intel laptop/tablet.
6. Kohl's – Back to School
This 15-second spot frames the Kohl's sale as having the lowest prices of the season, rather than just a touting back to school promotions.
7. Payless – Back to School Styles
A pair of chanting, overjoyed girls drives this ad.
8. Staples – Excitement
This 15-second spot sneaks a low-price guarantee into an all-ages dance roundup.
9. Kohl's – Dorm Destination
This brightly colored roundup focuses on items for parents with college-aged kids, a category that has dominated this list in recent years; last year, ads for big-ticket items for older students dominated.
10. Target – Back to School
Like "Supplies They Need," this spot sets an iconic song (Bob Marley's "Every Little Thing") behind a rush of available products, then sneaks in a call to action to use Target's coupon app, Cartwheel, at the very end.
Source: http://adage.com/