Impero’s new George schoolwear ad nods to cost of living crisis

ASDA schoolwear campaign 2022 by impero

Creative agency Impero today launched George at Asda’s next Back-to-School campaign ‘Uniform for the People’ to promote the supermarket’s great quality yet affordable schoolwear.

Schoolwear campaign

The campaign aims to show that George at ASDA has parents’ backs, with a range of uniforms designed to deliver great value and durability for kids returning to school at the end of Summer during the growing cost-of-living crisis.

Building on the strength and hype of the previous “Arrive like you mean it’’ campaign, Uniform for the People brings the squad from last year back with a new track, a new affordability message and a whole lot more swagger. 

Last year’s stars (plus a few new ones) deliver an epic new grime track which they perform in a mini festival in their school playground delivering catchy lyrics with 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”.

This year, parents have a cameo too, when a pupil uses a “money gun” to shoot savings straight into their wallets as they keenly wait at the school gates.

The 30 second ad also encourages sustainability as well as cost-saving and durability, with a scene where one of the young rappers delivers second hand uniforms from her stall to a queue of enthusiastic kids. 

The film concludes with a group of kids with placards chanting “Uniform for the people, uniform for me.”

Uniform for the People is a disruptive omni-channel campaign for George that shows you can have both affordability and quality when it comes to school uniforms.

Claudia Solano, Head of Creative for George at Asda, said: “As the cost of living crisis continues, families across the UK are dealt another blow when it comes to the cost of sending their child back to school, and we know our customers are re-evaluating their spend in the lead up to September. Dressing kids for school is a moment that should be filled with a lot of pride for parents. 

“They want their kids to have the best of the best. Our lower price, great quality and reusable uniforms means we can get more parents and kids ready for school than any of our competitors.

Alastair Mills, Executive Creative Director of Impero said: ”The tension to be mindful of this year is that no matter how much our target audience wants to kit their kids out from head to toe, they’re under increased financial pressure. 

“We needed to show that we’re on parents’ side by removing the stigma of shopping in a price-conscious way and showing that you can do that and still get quality schoolwear to be proud of.”

The George at ASDA back to school campaign launched 23 July in UK, through to end of August across linear audio, digital audio, TV (30” + 10”), VOD and Digital Video – YouTube.

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