Well, back to school is no longer back to school. Considering the gravity of the current situation schools - those that opened anyhow - have switched to online learning so did universities. But hey, we are at a stage where any ad is worth talking about considering how far and few in between they are. Is the ad above earth-shattering? No not really. Believable? With a school bag labelled "pain au zaatar" (thyme bread), also not really. Is the gimmick in the copy interesting? Pack to school might as well pack it. And yet, when there are barely any ads this one sticks like a sore thumb. But suddenly all sore thumbs seem welcome.