George Turns Rural England into Wild West Catwalk for Autumn/Winter Campaign

George has launched its first womenswear TV campaign in seven years, unveiling a new brand platform, That’s George.

Looks like Sergio Leone is 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. Think British countryside classics with a touch of Wild West swagger

Created by Lucky Generals, the Autumn/Winter push reimagines British countryside classics with a Wild West twist. The platform positions George as fashion that not only looks good, but delivers value that makes customers feel good.

​Jill Gate, brand director at George, said, “We’ve been working hard to reset our style credentials across womenswear, and our brief for Autumn/Winter was to showcase the incredible product offering we have. Our first campaign with Lucky Generals does exactly that, in a fun and playful way.”

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