A far cry from back-to-school blues, George at Asda’s ‘Uniform for the People’ grime track sparks joy for parents and children alike. 

The campaign from Impero showcases the supermarket’s great quality yet affordable schoolwear providing support to parents during the mounting cost of living crisis.

Building on the strength of the previous ‘Arrive like you mean it’ campaign, ‘Uniform for the People’ sees the squad of school children back with a new track. This installation sees the children powerfully deliver a new message of affordability with lyrics such as: “Only spend what you should, you can still look good, school’s for everyone - I’d go all day if I could”.

The pupils passionately rap their message from a playground that feels more like a festival and are joined by some parents when a pupil uses a “money gun'' to shoot savings straight into their wallets as they wait by the school gates.

The vibrant ad puts a smile on audiences' faces and will leave parents reassured that economising can be made easy. The film also delivers an important message of sustainability as well as cost-saving and durability, with a scene where one of the young rappers delivers second-hand uniforms from her stall to a queue of enthusiastic kids. 

The film concludes with a group with placards chanting “Uniform for the people, uniform for me”.

Spokespeople from George shared that with the average spend on school uniform comes in at £315 per child [about 15% of monthly income for the average family], customers are re-evaluating their spending for the upcoming back-to-school period. 

By offering lower-priced options and injecting joy into its communications the brand aims to allow parents to enjoy these milestone back-to-school moments with their children.