Asda's George brand taps into emotion after moving ad account to Saatchi & Saatchi

Saatchi & Saatchi has launched a Dr Seuss-inspired ad campaign for George, the Asda clothing brand, after picking up the account from sister agency Fallon.

George’s ad account had been with Fallon since the agency won Asda’s creative account in 2007. George remained with Fallon despite the Asda account changing hands three times: in 2009 it went to Saatchi & Saatchi, to VCCP in 2013, and back to Saatchi & Saatchi earlier this year.

While the marketing departments for Asda and George remain separate, both brands' advertising is now covered by one agency.

The new 30-second ad for George’s "Back to school", which launched in Scotland last week and in England from 8 August, is set to the narration of the Dr Seuss childrens’ book Oh, the Places You’ll Go!

In an attempt to connect on an emotional level with parents more than in previous ads, the spot stars a little girl on her first day at school who attempts to put on her uniform for the first time. It shows the wear and tear her clothes go through even before she reaches the school gates.

As well as showcasing the brand’s confidence in its 100-day satisfaction guarantee, the film is meant to tap into parents' hopes and ambitions for their children as they start attending school.

The spot was directed by Mark Albiston through The Sweet Shop and created by Harriet Ronn and Barney Spiro at Saatchi & Saatchi. Media was handled by Carat.

The TV ad will be followed by a series of product-specific online films, some caught on Go-Pro cameras, capturing kids having messy schooltime fun. The videos will be distributed across social and digital channels. A range of Dr Seuss merchandise, including the book, Oh, the Places You’ll Go! will be made available to buy from Asda.

Murray said: "Offering the best value is a big part of this, which is why we’ve chosen to concentrate on quality, durability and breadth of range that customers tell us is important.

"Thousands of parents are preparing for their child’s first day at school and we’re right there with them to show we care by making the milestone that little bit easier."

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