George at Asda has returned to TV screens for the first time in seven years with a Western-inspired fashion campaign. 

The campaign is launching a new brand platform, That’s George, created by Lucky Generals, whose roster includes household names such as Virgin Atlantic, Yorkshire Tea and Heineken.

A TV spot, directed by Ozzie Pullin, brings classic Western movie scenes to the English countryside. Instead of saloon bars and desert heat, viewers are transported on horseback to the Cotswolds. 

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The TV launch is supported by a wider campaign across out-of-home, social, digital and in store, with slogans such as “hot dang” and “yes ma’am”.

“We’ve been working hard on resetting our style credentials across our womenswear business and our brief for autumn/winter was to showcase the incredible product offering we have,” said Jill Gate, brand director at George, “Our first campaign working together with Lucky Generals does exactly that in a fun and playful way.”