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
Publicis has produced the 30-second commercial, which breaks across the
English regions this Friday and will run until the start of the autumn
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.’