The North Face’s new campaign stars DJ LOVEFOXY and other influencers in a surreal spin on the phrase ‘touch grass’ - a gentle antidote to our digital overload. From scrolling in bed to teleporting into the wild, it shifts scrolling brain rot into a nature-powered reset, all through the lens of their new footwear line. It’s ironic, sharp and surprisingly motivating.Universities can take note. This taps into something real: students craving less screen time, and more human connection. Marketing that lightly nudges students to unplug - and then offers the experiences to back it up - could strike a chord. Furthermore, imagine a university that takes the hero archetype stance and, just like North Face, Nike and others, stands-up against the doom-scroll and champions wellbeing and IRL experiences instead.