During the back-to-school season. it's difficult to differentiate one retailer's offerings from any other. This year, L.L.Bean sold a backpack with a remarkable difference: it lit up. As fall days turn into short winter days, parents worry about kids' visibility at bus stops, and going to and from school. This spot illustrated the L.L.Bean backpack's innovative feature in a charming, memorable way: on a long walk home from school, its flashing light attracted nature's flashing light fireflies.