A Very bold move

It's hallowed turf. A private kingdom. The domain of only the most senior kids in school. But if you don't try you'll never know.

That's the premise of this new campaign for Very as a new school-starter attempts to take a seat at the back of the school bus. The film, called Throne, was created by Grey London and directed by The Bobbsey Twins through Blink London.

This film tells the story of Nicholas, a young kid so filled with confidence from his new look that he laughs in the face of the traditional bus hierarchy and makes his move on the first day of school. He confidently eyes the empty back seat and decides to stride up the aisle to take the coveted place. Other kids look at him both puzzled and in awe of his bravery. As he walks slowly towards the backseat, Stormzy’s Big for Your Boots starts playing, and Nicholas imagines he is walking towards a royal throne for a coronation. But imagination and reality are two very different things. 

“Children are excited to return to the classroom," said Carly O’Brien, Chief Marketing Officer at Very. "As a brand, we’re focussing on empowering kids to feel great about themselves. Back to school this year is a big moment for kids and parents alike, which is why we wanted a campaign that resonated with both audiences. And we feel the insight of ‘earning your place on the throne’ does just that, in a fun and relatable way.”