Urban Outfitters released its first connected TV commercial, "All Together Now," shot on location at Rutgers University in New Jersey. It features 76 college students wearing pieces from several Urban Outfitters brands including BDG and Out From Under, and runs across streaming platforms including Netflix and Hulu alongside social channels like YouTube and TikTok.
It is the first commercial for the multi-year "Back-To-Campus" brand platform. Back-to-school has anchored the retailer's marketing for years, and the move to campus is a recurring creative theme because the chain sells both clothing and dorm essentials like bedding and home decor. Earlier efforts partnered with U-Haul and Pinterest to reach young consumers during the same transition.
The spot was choreographed by GRV and features the UNLV Rebel Girls & Company dance team, the San Diego State University Dance Team, the Grambling State University Tiger Marching Band, and Rutgers athletes, performers and band. Name, image and likeness stars Steve Angeli, Tony Rojas and CJ Bailey appear alongside creators Emily Ha and Avery Kroll.
"For our customers, returning to campus is a chance to reconnect with friends, have fun, and start a new semester on the right foot," said Shea Jensen, president of Urban Outfitters. "Everything we do… starts with our customer."
The original track "All Together Now (UO Version)" by Bryan Master will be released as a single, added to Urban Outfitters Game Day playlists, played in stores through college football season, and licensed for creator use on social. The campaign asset keeps working after the flight ends instead of expiring with it.
Parent company Urban Outfitters Inc. grew sales 11.4% year over year in the fiscal period ended April 30. Gen Z's share of mall foot traffic rose 57% year over year, per PwC, making the cohort a priority for mall-present retailers like Urban Outfitters and American Eagle. College students and their families are expected to spend an average of $1,437.79 on back-to-school this year, up from $1,325.85 in 2025, per NRF data.
First, the brand claims a narrow slice — college and campus — inside the broad back-to-school market, choosing the moment that matches its assortment rather than the whole category. Second, CTV is used as the origin point for social distribution, not as a standalone brand channel: the same creative runs on Netflix and Hulu and on YouTube and TikTok. Third, casting groups rather than individuals — dance teams, marching bands, athletes — builds in a distribution path at each school.
For another version of beating bigger spenders with a tighter model, see Cava Beats Chipotle on About 1% of Revenue. On buying learning time before a seasonal peak, see Pinterest Says Start Holiday Campaigns in September.
On streaming platforms including Netflix and Hulu, plus social channels such as YouTube and TikTok. It is Urban Outfitters' first connected TV commercial.
It was shot at Rutgers with 76 college students, and features the UNLV and San Diego State dance teams, the Grambling State marching band, NIL stars Steve Angeli, Tony Rojas and CJ Bailey, and creators Emily Ha and Avery Kroll.
College students and their families are expected to spend an average of $1,437.79 this year, up from $1,325.85 in 2025, per NRF. PwC data shows Gen Z's share of mall foot traffic up 57% year over year.
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