Asda has rolled out the first ad for its George clothing division under the guidance of Saatchi & Saatchi, taking the traditional ‘Back to School’ campaign in an altogether new direction.
Launched this week, the campaign is more emotional than those that have come before. It tells the story of a little girl’s first day at school following her first attempts to put on her school uniform through to the rigour her clothing is put through even before she reaches the school gates.
The whole thing plays out to the narration of the Dr Seuss book ‘Oh, the Places You’ll Go!’. And, in a further John Lewis-esque move, the retailer will be shipping in copies of the book as well as other Dr Seuss merchandise to sell in store.
“Our Back to School campaign is about placing the customer at the heart of everything we do. We’re listening and understand the day-to-day realities of our busy value-seeking mums,” explained Asda’s chief customer officer, Andy Murray.
“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.”
It was created by Saatchi & Saatchi which won the retailer’s creative business earlier this year amid plummeting sales and a reshuffle of the senior management.
The first work from the new relationship was revealed at the beginning of summer when it rolled out a series of James May fronted adverts which – which still highlighting its low prices – ventured further into trying to inspire shoppers.