If you live in Florida, you’re always somewhat amused when the national department stores run their back to school ads featuring sweaters and heavy clothes. That might fly in New York in September, but down here it’s still shorts and flip flop season. That’s why Bealls is setting itself apart from the pack by celebrating how Florida goes back to school.

“We’ve been working with Bealls for six years now to build their brand around helping people live the Florida lifestyle,” says Kevyn Faulkenberry, Dalton Agency Executive Creative Director. “Back to school gives us another great canvas to show how Bealls is more relevant to Floridians than their competition. Bealls gets what it means to live here.”

This campaign will also be running in cinemas around Florida.