Very has launched a back-to-school advertising campaign aimed at both parents of school-age children as well as the kids themselves. The campaign aims to make Very the retailer of … read morechoice for all things in the lead up to back to school by showcasing the hugely positive impact that feeling comfortable and confident in their schoolwear has on kids' self-belief. A cinema and online VOD film called Throne references a relatable insight into the everyday life of school children. Every school bus has a hierarchy the further you get towards the back, the cooler and more confident you are to your peers. This film tells the story of Nicholas, a young kid so filled with confidence from his new look that he laughs in the face of the traditional bus hierarchy and makes his move on the first day of school. He confidently eyes the empty back seat and decides to stride up the aisle to take the coveted place. Other kids look at him both puzzled and in awe of his bravery. As he walks slowly towards the backseat, Stormzy’s track Big for Your Boots starts playing, and the kid imagines he is walking towards a royal throne for a coronation. But when he sits on the prized throne, he is awakened from his royal reverie by the queen of the back seat who looks down and suggests he moves. Knowing he’s tried is luck, he gives up the throne, walking back down the bus so the ‘queen’ can take the backseat. The humorous ad, created by Grey London, seeks to forge a strong connection with school kids and build Very’s credentials as a lifestyle brand. The campaign forms part of a drive to encourage shoppers to reappraise Very and make it a household name. A 30-second version of the film is running on video on demand channels, with a 40-second cut screening in cinemas. In addition, the film is running on YouTube pre-rolls with skippable 20-second and six-second versions. In partnership with Global, some cinemas will also feature bespoke interactive installations to bring the Throne to life.
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