Flinty stares, saloon doors crashing open, micro gestures and danger in the air. That high-pitched noise that accompanies the greatest Western standoffs before the classic denouement of a cowboy riding off into the sunset.

Looks like Sergio Leone in town. Well, the countryside anyway. Swap the saloon for a lovely, quaint country pub, high noon for high tea, and a hero’s giant steed for an adorably cute little Shetland pony, and you get George at Asda’s Autumn range – the focus of its first-ever TV ad. British countryside classics get a touch of hot trend, Wild West, swagger.

The campaign by Lucky Generals, the agency’s first for George and the first time the brand has been on television in seven years, introduces a new brand platform, That’s George, which is all about fashion that doesn’t just look great but offers value that makes customers feel great.

The campaign extends to eye-catching out-of-home stills, each showing off the new Cotswold Cowboy womenswear trend alongside bold, playful messages like “Hot Dang” or “Yes Ma’am,” paired with clear value highlights such as “the knits only £22.50,” making it fun and easy for customers to spot must-have items.

The TV and OOH will also be backed by social and digital assets capturing everyday moments and product details. There is even a little social film of the Shetland Pony adorably eating hay. Point-of-sale executions will extend the message in-store, ensuring shoppers are fully immersed in the new George world.

Jill Gate, brand director at George, commented, “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. Our first campaign working together with Lucky Generals does exactly that in a fun and playful way.”

Lee Smith and Nick Bird, creative directors at Lucky Generals, added: “We sure had a rootin’ tootin’ time rustling up this campaign in the frontiers of Stow-on-the-Wild West.”

Credits:

Creative Agency: Lucky Generals
Production Company: The Production Factory 
Director: Ozzie Pullin  

DoP: Natasha Duursma 
Producer: Natalie Reid 
Editor: Ozzie Pullin                                

Post-production: Studio RM 
Executive Post Producer: Mike Coley
Grade: Jack McGinity
Sound design: James Everett @ No 8
Music: Sean Hogan @ The Hogan