Fashion designer George Davies might have surprised a few when he jumped into bed with Asda back in 1989; after all, this was the man who founded the upmarket Next and established the innovative Next Directory. Even so, it is said that his intuitive understanding of fashion and value, coupled with CEO Archie Norman’s leadership, helped in the revival of struggling Asda brand.
In fact, George quickly become a top clothing line by offering high quality and value but Davies’ direct association with Asda ended after a decade, shortly after the supermarket chain was acquired by Walmart.
However, the brand lives on; not that it has been that visible in recent years, although it is all change this week, with the launch of its first womenswear TV campaign in seven years, unveiling a new brand platform, That’s George.
Created by Lucky Generals, which scooped the Asda advertising and marketing account in April this year, the Autumn/Winter push reimagines British countryside classics with a Wild West twist.
And, unlike the agency’s return to the 1970s “Asda Price”, this is a far more slick affair, designed to position George as fashion that not only looks good, but delivers value that makes customers feel good.
Directed by Ozzie Pullin, the ad playfully collides British charm with Western swagger, with all the cowboy trappings of whips, boots and Stetsons thrown in for good measure.
George brand director Jill Gate said: “We’ve been working hard to reset our style credentials across womenswear, and our brief for Autumn/Winter was to showcase the incredible product offering we have. Our first campaign with Lucky Generals does exactly that, in a fun and playful way.”
Lucky Generals’ creative directors Lee Smith and Nick Bird added: “We sure had a rootin’ tootin’ time rustling up this campaign in the frontiers of Stow-on-the-Wild West.”
So, what is the consensus around the Decision Marketing office?
Yee haw cowboy, well, what kay-yun we say, ya kay-yun’t lick a bit awf poke talk, especially from thuh West Country (yes, we eventually found the cowboy talk translator tool).
An, t’ be above-board, this is purty slick for an Asda ad; in fuh-act it could actually be for a tawp fuh-ashion brand. We like it a lot; whether thuh trayckie bottoms brigay-ed will be equally receptive, however, remains ta be see-yn.
Decision Marketing Adometer: A “Yippee-ki-yay” 9 out of 10
