It might feel like summer has only just started, but for well-prepared parents back-to-school season is looming. George at Asda’s new back-to-school campaign from Impero urges consumers to embrace the new school year, with the strapline: ‘Bring it On’.

Parents might be familiar with school-related Whatsapp groups and last-minute school supply requests from their children, but Asda’s ‘Bring it On’ campaign underlines there is  nothing to be fearful of.

A 30 second hero film sees a family arrive home as a mother gets a surprise text from a dreaded Whatsapp group about a science project due the next day. The family jump into action and the kids are prepped with ‘scuff resistant shoes’ and ‘stain-release polo shirts’. Together they get all the parts for building a rocket as they put their George school uniform to the test.

With the chaos of splashing paint, soap bubbles and paper flying everywhere, the children are well-equipped in their George uniforms and supplies meaning that the family are able to focus on the task in hand without worrying about messing up their clothes.

The spot ends as the rocket blasts off and a voiceover signs off with: ‘Whatever school throws at you, bring it on with George.’

George at Asda tops schoolwear sales charts throughout the year with almost 30% of all school uniforms in the UK purchased from the retailer. The spot strives to demonstrate that George at Asda’s new upgraded range stands up to the test of any Primary or Secondary school pupil.

The TV spot pokes fun at the unpredictability of parenthood and school projects while highlighting that George is a go-to to provide reliability in the chaos. Providing parents with affordability and durability, the campaign showcases the range’s low prices while positioning the retailer as a one-stop shop for school supplies.