DJ Nick Grimshaw leads the love for rapping kids in George’s Back to School advert

George at Asda’s new advert has been a big hit on social media this week – with Radio 1 DJ Nick Grimshaw leading the love for the schoolkids rapping their way back to school.

The new ad, Arrive Like You Mean It, launched on ITV and Channel 4 last week and is designed to capture the feeling of positive energy and hope that begins every school year.

Shot in the style of a grime music video, it features schoolchildren rapping the new track ‘The Squad is Back’ as they reunite with their friends and show off the skills they’ve learnt over the summer – while showcasing the George range of sustainably sourced uniforms.

The ad has attracted considerable attention across social media, with Grimshaw telling listeners he’s “been singing it all day” and calling for the song to be added to Annie Mac’s Hottest Record list.

It also picked up over 12,000 likes and 340,000 views when shared by @leizenomis on Twitter, with @TxmtheGreat commenting “Loool golden advertising. Can’t lie George is one of the best things that came from Asda” and @PeddyPro adding: “Love this Asda George ad with the drilly vibe and the kids spittin bars.”

Online searches for ‘school uniform’ also shot up by 63% vs the previous week.

The advert is the work of Asda’s in-house team and independent London-based agency Impero, with the track ‘The Squad is Back’ written and produced by Impero and producer KZ, who has previously worked with the likes of Emeli Sandé and Professor Green.

Claudia SolanoHead of Creative George at Asda, said: “After the stop-start school year we’ve had, there’s a real sense that 2021’s return to school will symbolise so much more than just the start of a new year and we wanted to reflect that positivity in the advert.

“We hope it captures the feeling that no matter who you are, what you’re into or where you live, you can crash through those school gates with the unfettered confidence and swagger that only kids can own.

“We’re delighted that the response it is getting on social media would suggest it has struck a chord with kids and parents alike.”

The Arrive Like You Mean It ad, as well as the full range of George schoolwear, can be found online here.

Notes to editors

About Asda Stores Ltd

  • Founded in the 1960s in Yorkshire, Asda is one of Britain’s leading retailers and helps customers save money and live better in stores, online and through their mobile devices.
  • Each week more than 18 million customers visit its 645 stores – including 30 Supercentres, 392 Superstores, 155 Supermarkets, 33 Asda Living stores, and 35 standalone petrol stations – and websites, and are served by 153,000 colleagues. www.asda.com and www.george.com deliver to 99% of the UK’s homes and to its 538 click and collect sites across the UK.
  • Its main office is in Leeds, Yorkshire and its George clothing division is in Lutterworth, Leicestershire

Media contact

Laura Griffiths

Lee Comms

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