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DJ Nick Grimshaw boosts interests in George’s latest Back to School advert

Tom Shearsmith
03 August 2021

Radio 1 DJ Nick Grimshaw has instigated public interest in George at Asda’s newest advert, which features school kids rapping their way back to school.

The new ad, titled '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 latest George range of sustainably sourced uniforms.

The ad has continued to attract attention across social media, with Grimshaw telling his listeners he’s “been singing it all day” and calling for the song to be added to the radio's Hottest Record list.

Data from Asda has revealed online searches for school uniform also shot up by 63% last week compared to the week previous.

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 Solano, Head 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.”

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