The summer ad campaign launched on the 8th May and following the success of the launch, the second ad of the series launched on the 9th of June across all national TV stations with spots before and following Coronation Street, Bake Off – The Professionals and Love Island.
Directed, shot and produced by Hearst Made, the advertisement reinforces the new campaign slogan ‘We are George’ with strong, sunny and upbeat visuals. The edits were filmed in Mexico, alongside a photo shoot for in-store and press ads, plus content for digital and social.
Eilidh Macaskill, Vice President Creative Media for Asda, comments: “With the first days of summer firmly around the corner and holidays on the way, it felt like the right time to shout from the rooftops about George’s style credentials. The campaign showcases our most vibrant range yet and encourages customers to have the confidence to strike out with their own style this summer and just have fun!”
Victoria White, Editorial Director, Hearst Made, says: “We’re thrilled to have been given the opportunity to produce this series of summer TV commercials for George. We set out to create digital and social content that promoted the messages of strength and individuality that the new ‘We are George’ is all about and successfully replicated this in the TV campaign. Hearst Made originally launched as a content agency, but as we adapt to clients’ needs we are now expanding into commercial production.”