The spot features “members of different subcultures expressing themselves in 7-Eleven parking lots that were helmed by film director Harmony Korine ("Spring Breakers," "Kids"),” according to the article. “Informed by research into consumer attitudes and behaviors that continue to be affected by the pandemic, the effort—part of a planned doubling in marketing spend this year—is a back-to-basics approach for the brand.”
CMO Marissa Jarratt said during the pandemic the firm ran quantitative studies to understand its customers better. She also noted that it plans to double its marketing spending this year.
Read the full article and interview with Jarratt from Marketing Dive.