New spot directed by Mark Albiston features narration of the book ‘Oh, the Places You’ll Go!’
George at Asda is set to launch its Back to School advertising campaign this week, revealing a new creative direction for the retailer.
The campaign concentrates on the shared human truths about kids and all the places they go and things they do that demand quality and durable school clothing to stand up to the wear and tear of everyday life.
Set to the narration of the book ‘Oh, the Places You’ll Go!’ from the much-loved children’s author Dr. Seuss, the ad captures the emotion of a little girl’s first day at school. From her attempts to put on her school uniform for the first time, through to the rigour her clothing is put through even before she reaches the school gates, it clearly showcases George’s confidence in its well-established 100-day satisfaction guarantee. On a wider level it taps into the emotions around the hopes and ambitions we have for our children and the potential they all hold to fulfil their dreams and really go places in life.
Asda’s Chief Customer Officer, Andy Murray, comments: “Our Back to School campaign is about placing the customer at the heart of everything we do. We’re listening and understand the day-to-day realities of our busy value-seeking mums. Offering the best value is a big part of this, which is why we’ve chosen to concentrate on quality, durability and breadth of range that customers tell us is important. Thousands of parents are preparing for their child’s first day at school and we’re right there with them to show we care by making the milestone that little bit easier.”
Created by Saatchi & Saatchi, London, and directed by Mark Albiston, the advert launched in Scotland last week on TV and on Video on Demand, and launches across the rest of the UK from 8th August.
Following the launch, a series of product-specific films, some caught on Go-Pro cameras, capturing kids having messy school-time fun will be distributed across social and digital channels to further demonstrate the quality and durability of the George at Asda’s school uniform range.
A range of Dr. Seuss merchandise, including the book, ‘Oh, the Places You’ll Go!” (HarperCollins Children’s Books), will be available to buy in Asda stores and from Asda.com.
Executive Creative Director:
Andy Jex, Rob Potts
Saatchi & Saatchi London
Josh Sanders & Francesca Roberts
Lisa Bowcott, Caroline Asmussen
Harriet Ronn & Barney Spiro
Kirstin Ross-MacLeod, Georgia Bullen
Music and Sound
Audio Post Production:
Billy Mead at Tenthree
Post Production / VFX
Post Production House:
Electric Theatre Collective
Retail and restaurants