It has been a a very silent back to school period in terms of advertising. The CSR from Kipling (here), the ho-hum from Maliks (here), and that's pretty much about it. So far, and correct me if I am mistaken no campaigns for (relatively cheap) backpacks, or other assorted related items (I think of Picon - here - or Al Taghziah - here or Bic - here). Perhaps it is a question of budget, or a question of lack of effort to market, but this certainly this is not a case of OOH being expensive - here. Still, again, I stand corrected if there is some major campaign I missed related to the back to school.
Actually I was discussing this with someone and boom! In the evening he sends me the ad above. I had actually received the SMS but was not aware there was a visual associated as well So voila... Let's be realistic, when your car is a Posrsche Taycan what sort of a backpack will your bring your kid? And honestly, when you drive such a car, do you really need the 10% offered? I digress because hey, statistics indicate that even the uber wealthy like a discount (seriously, studies have shown that!).
Just to be clear, I own several Porsche Design items, so I am not throwing stones or anything here. But it seems fitting that the ad is presented the way it is.