The summer ad campaign launched on May 8, and following the success of the launch, the second ad of the series launched on June 9 across all national TV stations with spots before and following Coronation Street, Bake Off – The Professionals and Love Island.

Victoria White, Editorial Director of Hearst Made, commented: “We’re thrilled to have been given the opportunity to produce this series of summer TV ads for George. We set out to create digital and social content that promoted the messages of strength and individuality that the new ‘We are George’ is all about and we successfully replicated this in the TV campaign.

“Hearst Made originally launched as a content agency, but as we adapt to clients’ needs, we are now expanding into commercial production.”

Directed, shot and produced by Hearst Made, the advertisement reinforces the new campaign slogan “We are George” with strong, sunny and upbeat visuals. The edits were filmed in Mexico, alongside a photoshoot for in-store and press ads, plus content for digital and social.

Eilidh MacAskill, Vice President of Creative Media for Asda, added: “The campaign showcases our most vibrant range yet and encourages customers to have the confidence to strike out with their own style this summer and just have fun!”

View the ads here and here.