Asda’s George sticks to the beat with new back-to-school rap
Clothing brand Asda George is running a back-to-school campaign in the final days of summer in the form of a ‘uniform for the people’.
Promoting the supermarket chain’s range of affordable school clothes, the campaign highlights the value and durability of its clothes as the cost of living crisis rages on.
Visualizing this proposition as a “money gun” shooting money straight into parents’ wallets, the campaign builds on last year’s “Arrive Like You Mean It” campaign as students perform an impromptu dirt track in the playground, with lyrics such as: “Only spend what you should, you can still look good.”
Claudia Solano, Chief Creative Officer at George at Asda, said: “As the cost of living crisis continues, families across the UK are taking another hit with the cost of sending their child away. at school, and we know that our customers are reassessing their spending by September.
“Dressing children for school is a time that should be filled with a lot of pride for parents. They want their children to have the best of the best. Our lower price, high quality and reusable uniforms mean we can prepare more parents and children for school than any of our competitors.
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Alastair Mills, Executive Creative Director of Impero, added: “The tension to keep in mind this year is that no matter how much our target audience wants to outfit their children from head to toe, they are under increased financial pressure. . We needed to show we’re on the parent’s side by removing the stigma of price-conscious shopping and showing that you can do it and still get quality school clothes you’ll be proud of.
The Asda omnichannel campaign runs until the end of August across TV, video on demand, YouTube and radio.