Back-to-school campaigns back in favour

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The saying that you cannot tell the players without a scorecard is being refreshed for the back-to-school shopping season: You may need a copy of The Hollywood Reporter or Variety to distinguish between ad campaigns for two giant retailers.

Both campaigns, for JC Penney and Sears, are inspired by movies with high-school settings. The 1985 film The Breakfast Club is the basis for the campaign for Penney, created by Saatchi & Saatchi. And the 2006 film High School Musical and its sequel, High School Musical 2 are influencing the campaign for Sears, created by agencies that include Y&R and MPG.

“We’re all going after the same customer,” said Richard Gerstein, chief marketing officer at Sears, Roebuck & Co, part of Sears Holdings, adding that he was unaware of Penney’s plans.

His counterpart at JC Penney & Co, Mike Boylson, said he was unaware of what Sears had planned. “At the end of the day, it all boils down to the execution,” he said.

The similarities go beyond the cinematic inspirations. The Penney campaign, carrying the theme Get that look, features updated versions of the characters from The Breakfast Club who represent different styles—rocker, preppie, athlete and diva—that can be fashioned from clothing sold by Penney.

The Sears campaign, with the theme Don’t just go back. Arrive, features the actress Vanessa Hudgens of High School Musical playing characters who represent different styles—like rocker, preppie, skater and glam—that can be fashioned from clothing sold by Sears.

The Sears campaign began two weeks ago with print ads. The Penney campaign started last week with commercials in movie theaters and online.