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Armoury Delivers George Asda's Back to School 2022 Ad

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Amy Becker-Burnett directs the new George at Asda campaign for Impero, Uniform for the People

Armoury Delivers George Asda's Back to School 2022 Ad

Creatively Led Production Studio Armoury created a pulsating 30-second ad for George at Asda’s ‘Uniform for the People’ back-to-school 2022 campaign. Following on the British Arrows Awards winner George at Asda’s 2021 ad ‘Arrive Like You Mean It’ that Armoury made for Impero with director Mr Yankey, the new ad offers parents new affordability, value, and durability message as they face the cost-of-living crisis.

The ad portrays the lively group of school children, lovingly remembered from last year. Now they are back in an epic new grime track that they perform in a mini festival in their school playground. They deliver their “Uniform for the people, uniform for me” message in a catchy rap with catchy lyrics that convey important messages such as “only spend what you should, you can still look good, school’s for everyone - I’d go all day if I could.”

Last year's ad went viral, and this year's one will likely do the same. Director Amy Becker-Burnett feels that the kids carry the piece beautifully. “I think people respond to seeing kids in charge,” she says. “Seeing traditional hierarchies reversed and kids experiencing a taste of power is quite freeing. We root for them. It’s also always funny watching children exude that adult confidence and swag.” Amy enjoyed working with the kids – first on the track and then in the schoolyard.

Amy loved the endless energy kids bring to the set, “their fearless honesty and how much we can learn from them.” The work had its challenges, as well, involving “logistics in terms of the limited hours, which can be stressful if you're up against it. And just the general chaos that comes with it.” Not to mention the uber talented Grace Becker-Burnett who provided the perfect environment, props and stylised world for this energy to be continuously generated. 

Another challenge involved following last year’s ad, directed by Mr Yankey, which received four British Arrows Awards nominations and won Silver in the Retailers Category. “So much pressure!” Amy Becker-Burnett admits, “the last one was so well received. These were big footsteps to follow.”

The ad’s message addresses the parents facing the challenge of budgeting for their children's return to school in September while facing the cost-of-living crisis. The campaign reiterates that George at ASDA has the parents' backs. Amy believes, however, that the message is more social than political. “The intention was never to push any political message just to celebrate youth having a voice and taking control,” she says. “It was always meant to be quite tongue in cheek, uplifting. They are absolutely bossing as they talk about affordable uniform, so there’s a sense of freedom with no heavy undertones.”

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Genres: People, Comedy

Categories: Retail and Restaurants , Supermarkets

Armoury, Tue, 09 Aug 2022 15:27:00 GMT