The Cotswolds goes cowboy in Lucky General’s first work for George at Asda. And it stars a cute little pony

Launching its new brand platform, “That’s George”, the fashion brand is back on-screens for the first time in seven years.

Flinty stares, saloon doors crashing open, micro gestures and danger in the air. Even that high-pitched noise that accompanies the greatest Western standoffs before the classic denouement of a cowboy riding off into the sunset.

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.

The campaign by Lucky Generals, its first for George, introduces a new brand platform - “That’s George” which is all about fashion that doesn't just look great but offers value that makes customers feel great.

The campaign is further brought to life with eye-catching out-of-home stills, each showcasing the new Cotswold Cowboy womenswear trend alongside bold, playful messages like “Hot Dang” or “Yes Ma’am,” paired with clear value highlights such as “the knits only £22.50,” making it fun and easy for customers to spot must-have items.

The TV and OOH will also be backed by social and digital, bespoke assets capturing everyday moments and product details. There is even a little social film of the Shetland Pony adorably eating hay. Point-of-sale executions will extend the message in-store, ensuring shoppers are fully immersed in the new George world.

Jill Gate, Brand Director at George, says: “We’ve been working hard on resetting our style credentials across our womenswear business and our brief for Autumn Winter was to showcase the incredible product offering we have. Our first campaign working together with Lucky Generals does exactly that in a fun and playful way!”

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