Publicis takes George on to TV

George, the clothing range sold through Asda outlets, is aiming its first major TV offensive at mothers preparing to kit out their children returning to school after the summer break.

George, the clothing range sold through Asda outlets, is aiming its

first major TV offensive at mothers preparing to kit out their children

returning to school after the summer break.



The campaign is part of an effort to draw business away from high street

retailers such as Marks & Spencer and Bhs, which have dominated the

schoolwear market.



Publicis has produced the 30-second commercial, which breaks across the

English regions this Friday and will run until the start of the autumn

term.



Media buying is through Carat.



The advertising is aimed at sweeping away consumer perceptions that

supermarket clothes are poorly designed and badly made.



Jo Kenrick, George’s marketing director, said: ’We believe fashion

should be accessible and have appeal for everyone. That’s the basis on

which the advertising is developed.’



The film underscores the durability of the George schoolwear range by

featuring children jumping in puddles, playing basketball and climbing

ropes. The endline is: ’Designed for kids. Guaranteed for mums.’ It was

written and art directed by Andy Wakefield and directed by Simon

Gargette for Union Commercials.



Amanda Floyd, the Publicis account director for George, said: ’The

George campaign is opening up the schoolwear market and starting to move

it away from the high street by showing that it’s possible to produce

clothes that are cheaper and more stylish.’



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