Ad of the Day |  George at ASDA celebrates the Power of Play with emotive social experiment

Ad of the Day | George at ASDA celebrates the Power of Play with emotive social experiment

Aug. 12, 2019

As part of George at Asda’s wider Back to School campaign, ‘Built for their Imagination’, and raising awareness around the power of play with Children In Need, MOFILM and production team Be The Fox, designed a social experiment that was captured on film. Launching today, the film inspires and encourages parents to play with their children in a time where this is less frequent than previous generations.

The filmed experiment, which will feature across ASDA’s digital, website and social channels and encourages parents to embrace the joy of play by seeing it through the eyes and imagination of their children. Leveraging its open model of 10,000 filmmakers, MOFILM identified Brighton-based production team Be The Fox, who are parents themselves, to ensure authentic storytelling took place.

The short film shows four parents in a room with random objects being instructed to play by themselves. They all feel out of their comfort zone until they are given assistance through an ear piece by their children. The instructions from the children shift the parents’ approach giving them confidence to play.

Andy Murray, Asda’s Chief Customer Officer, said:

“Our latest back to school campaign draws on the amazing imaginations of children and their limitless ability to bring to life the most creative ideas, games and characters. In a world which is saturated by technology, the film beautifully captures the positive difference play can make in a child’s life, and how happiness and enjoyment can be found in the simplest of ways.”

 

Lorie-Jo Trainor-Buckingham, Executive Creative Producer at MOFILM adds: 

"Play is the birthplace of creativity and fundamental in keeping our imaginative side alive. The films reveal many of the fears and worries that parents across the UK feel when confronted with playing but also demonstrates how easy and beneficial it is, not just for kids but for the parents too. Our hope is that it leaves the viewer feeling less alone with their fears, more confident and ready to let their imagination run wild when playing with their own children."

Related News

Nov. 03, 2022

Have your 'Elf a Merry Christmas: Buddy the Elf takes centre stage in Asda's joyful Christmas campaign

Asda and Warner Bros. Discovery Global Consumer Products partner to bring Buddy the Elf back

Oct. 05, 2022

Asda Encourages Shoppers to do "The Real Self Checkout" this Breast Cancer Awareness Month

Latest campaign from Havas London is part of Asda’s long-running Tickled Pink initiative

Sep. 27, 2022

Asda Celebrates the Nationwide Launch of its new Loyalty Programme

Havas London and Spark Foundry collaborate on multi-channel "Pounds, Not Points" campaign

Latest News

Apr. 26, 2024

Ad of the Day | New Renault Captur E-Tech Full Hybrid, Push it to the Limit

More than 10 years ago, Renault shattered the codes of the B segment by infusing Captur with the DNA of a "car for living"

Apr. 26, 2024

Almost Friday Media Teams up with Barrett Hofherr to Launch Friday Beers in New York

Friday Beers debuts in the New York area on April 27th, 2024