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Created with agency partner McKinney, the spot captures the sensory memories of childhood before the first school bell rings.
by Will Russo August 11 2026
Instead of pushing rack discounts and fall fashion, Ross Dress for Less is building its 2026 back-to-school campaign around summer nostalgia. Durham-based agency McKinney, the discount department store chain’s creative partner since 2023, produced the work.
Titled “Summer’s Over,” the 90-second spot sidesteps the traditional back-to-school messaging that homes in on fashion, shopping and deals. Instead, the campaign depicts the summer preceding the first day of school, where a young student recounts her summer highlights to her class. The narrative moves backward, focusing on the sensory details of classic childhood summer adventures.
