It’s all about the list.

It arrives in the mail, usually sometime in July, and foreshadows the end of a summer that most kids would tell you has barely even begun. It’s detailed and seems to get longer every year: pencils, notebooks, markers, and more. In this television campaign, director Wayne McClammy introduces America to four unique and memorable characters. They’re enthusiastic and dedicated, and in each spot, they introduce the viewer to the real star of the campaign-the long, scrolling list of school supplies.