The ad, created by Fallon, features children playing a rough and tumble tug-of-war while wearing their school uniforms, in order to promote the schoolwear's durability.
The children, who were cast via a community after-school programme in Nottingham, are split into a team of boys and a team of girls. The two teams are seen with pained expressions as they fight to win the contest.
The ad ends with the girls' team roping in an extra member to help them seal their victory.
The campaign, which breaks on 4 August, will be supported by six press executions.
Credits
Project
Back to school
Clients
Sonia Whiteley-Guest, head of marketing, Aisha Jakhura, external marketing, Asda
Brief
Demonstrate that George's new schoolwear range combines fantastic quality with great value for money
Creative agency
Fallon
Writer
Oksana Valentelis
Art director
Magda Gosek
Planner
Stephanie Newman
Media agency
Carat
Media planner
Helen Curtin
Production company
Tomboy Films
Director
Shane Meadows
Editor
Richard Graham
Post-production
The Mill
Audio Post-production
Grand Central
Exposure
UK TV, press
United Kingdom
Fallon's Shane Meadows ad for Asda released
LONDON - Shane Meadows has directed the latest spot for Asda, promoting its new "Back to school" range of George clothing.
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