George at Asda's Christmas campaign champions LGBTQ+ inclusivity
George at Asda has launched its first standalone Christmas partywear campaign, 'Tis the season to slay it', celebrating LGBTQ+ inclusivity with partner Diversity Role Models.
Inspired by New York Ball Culture, it shows a trans woman called Jabarri dancing in a traditional British pub dressed in a sparkling outfit by the brand.
While at first nervous, Jabarri quickly becomes confident, "pushing through the feared judgement and discomfort" and transforms the subdued atmosphere in the pub into a merry gathering that celebrates inclusion and diversity.
George at Asda partnered with Diversity Role Models for the campaign, which it also donated £100,000 to this year to support their work ending LGTBQ+ bullying in schools.
The campaign's mission was inspired by the fact that 44% of LGBTQ+ people feel like they cannot go home for the holidays as their "true selves", highlighting how "empathy, empowerment and confidence are key weapons against this," said creative agency Impero, which is behind the ad.
The campaign also encourages consumers to explore femininity without judgement by showing off their most glamorous Christmas outfits on social media platform TikTok.
Claudia Solano, head of creative at George said: "After the last 18 months we knew a lot of brands would be portraying the perfect family gathering, but for some of our customers Christmas time can be overwhelming and that's why we thought it was important to celebrate the festive period in a totally inclusive way – letting our customers feel empowered to show up at the table as the very best version of themselves."