Dive Brief: 

• Amazon today (July 18) launched its 2024 back-to-school marketing campaign in addition to announcing the return of its “Dorm Roomz” video series timed to the off-to-college season, per details shared with Marketing Dive. 
• Key to the back-to-school campaign is a 30-second ad starring actress Michelle Buteau who encourages parents to spend less through Amazon’s Back to School shopping guide. The ad will air from July 18 to Aug. 18 in the U.S. and from July 29 to Sept. 2 in Canada.
• A separate “Dorm Roomz” video series yields tips for creating the ultimate dorm room for less and includes tie-ups with influencers and Philadelphia 76ers draft pick Jared McCain. The recurring series will span premium online video, digital and social through Aug. 18.

Dive Insight: 

Amazon is again centering its back-to-school advertising around affordability, messaging that could be welcomed amid a season expected to see a spending pullback. Estimated market spend for the period is $31.3 billion, down from $31.9 billion the year prior, according to Deloitte findings. Spending from low- and middle-income families is expected to be lower than levels in 2023, down 4% and 9%, respectively. 

The e-commerce giant’s 30-second back-to-school ad stars actress and comedian Buteau, who begins the ad by saying, “I love my kids, but I also love not being broke,” before vowing to spend less this season by using Amazon’s Back to School shopping guide. The star then highlights everything that can be purchased from Amazon for less, like a “water bottle they definitely won’t lose,” tablets and lunchboxes before closing out the ad by encouraging shoppers to “spend less on your little freeloaders.” 

The ad was directed by Ramy Youssef (“Poor Things”) and will run in the U.S. through Aug. 18. The spot draws a number of similarities from past back-to-school ads from Amazon, including last year’s ad starring actor Randall Park, who presented the idea of spending less on back-to-school shopping as novel. Previously, Amazon teamed with Kathryn Hahn, who encouraged parents to “go ahead and spend less” on their kids.  

Along with its back-to-school campaign, Amazon also announced the return of its “Dorm Roomz” video series, which offers tips for creating the best dorm room “vibes” for less. The series offers a comedic take on classic home tour videos and this season will feature basketball star McCain along with other influencers, who will show off their college staples from Amazon’s Off to College shopping guide. The series will begin airing July 18 across premium online video, digital and social including Instagram, TikTok and Snapchat through Aug. 18.

While affordability has similarly been a focus for other back-to-school marketers like Target and JCPenney, others have sought a more emotionally driven approach. Last week, BIC announced a tie-up with singer-songwriter Charlie Puth to promote its 4-Color Ballpoint Pen with a campaign focused on boosting self-expression among students. In another example, Urban Outfitters launched a social-heavy “Shift Happens” campaign nodding to the changes young people experience around pivotal events like going back to school.

Amazon reported 13% year-over-year revenue growth to $143.3 billion in Q1 2024, and its revenue derived from advertising was up 24% YoY to $11.82 billion during the same period. The company just wrapped its popular Prime Day sales event, which was held from July 16-17.