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Don’t look now, but it’s almost time for kids across America to go back to school.
From the perspective of jaded fourth graders Tim and Charlie, this isn’t cause for celebration. It’s just another reason to sigh and bemoan the changing times as younger children—meaning, third graders—lose all sense of perspective.
For example, when Tim and Charlie were in third grade, there were no convenient EZ Open Go-Gurt containers. And don’t even get them started on yoga class.
The new campaign, by San Francisco agency Erich & Kallman and director Harold Einstein, manages to stretch the physical hilarity of dressing up two young children as salty codgers well beyond its breaking point by placing Tim and Charlie in new, uniquely awkward situations.
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