Urban Outfitters is making its biggest advertising push yet around the college shopping season.On Wednesday, the retailer launches “All Together Now,” its first dedicated back-to-campus commercial, featuring 76 students from more than 10 universities. The campaign will run across social media, stores and connected TV, marking a move into longer-form advertising as Urban Outfitters looks to build on its recent turnaround and acquire more college-age customers.
Filmed inside Rutgers University’s 52,454-seat football stadium, the commercial begins with a handful of dance students in a stadium dance battle. The camera pans to a girl in the stands wearing full UO, watching and livestreaming the performance to her friends, before her friends drop what they are doing and race over to join her. Each new arrival brings more dancers, football players and a marching band, until the showdown has swallowed the whole field and becomes a huge campus party. The cast includes marching band members, dance teams, creators and college football players.
“This is our first fuller-length commercial, so we’re excited to see what we learn,” said Shea Jensen, president of Urban Outfitters. “We know our customer is out on connected TV.”
