Asda brings back 'pocket tap' and adopts Walmart strap line in TV ad

Asda has brought back its familiar pocket tap of years gone by in its new TV ad campaign that launches tonight.

The campaign, which comes as the supermarket celebrates its 50th anniversary this year, includes the strapline "Save Money. Live Better", which is used by its American parent company, Walmart.

The 60-second spot, created by VCCP, is intended to be a "feel good" ad that celebrates what Asda customers love about shopping with the retailer, showing parents, children, and dogs enjoy everyday moments of life.

Each moment is accented by a rhythmic pocket tap to the soundtrack of Oh My Love by American band The Score.

The ad was created by Janetta Lewin, Dan Griffiths and Ben Williams at VCCP, led by executive creative director Mark Orbine. It was directed by Luke Franklin through Moxie Pictures.

Barry Williams, the chief customer officer at Asda, said: "Since we opened the doors of our first Asda 50 years ago, we have always been famous for offering great value to our customers – and doing it with a bit of personality.

"The industry has changed massively over the past two years and we wanted to get back to showcasing the fun and customer focus, which makes Asda special, in our advertising and stores.

"Being part of Walmart allows us to do more to save people money and adopting their mission to Save Money. Live Better feels like the natural step on for our brand and I believe it will really resonate with our customers."

Asda awarded VCCP its £100m ad account in August 2013 after a competitive pitch involving JWT in the final stage. The supermarket launched a review of the account following an internal restructure and the appointment of Chris McDonough as its marketing director.

The TV ad will first air during the ad break of Harry Potter and the Half-Blood Prince on ITV tonight. It will be supported by in-store and press ads.

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