// George at Asda launches its first standalone Christmas advert, celebrating inclusion & diversity
// The spokesperson for the campaign is Layton Williams, star of Everyone’s Talking About Jamie
George at Asda has this week launched its first Christmas partywear campaign as the festive season gets into full swing.
The first standalone campaign for the brand celebrates “inclusion and diversity as we ready ourselves for the big family get together”, it explained as the ad depicts a trans person’s homecoming.
Having donated £100,000 to charity Diversity Role Models this year – to help end LGTBQ+ bullying in schools – it has built on this partnership over the festive season, “tapping into meaningful insights in support of a community that at times doesn’t feel able to be their ‘true selves’ around family members”.
- Christmas adverts: have retailers become victims of their own success?
- Watch all of the retail Christmas adverts of 2021 – so far
This follows research it conducted suggesting individuals often act differently around family members and feel they need to keep secrets from them.
The spokesperson for the campaign is Layton Williams, star of hit musical, Everyone’s Talking About Jamie.
“Seeking to embolden anyone that feels anxious to head home this year, George is encouraging everyone to own their identities and ‘Slay it’ – featuring standout pieces from the partywear range, including sequinned co-ords and an inimitable fuchsia taffeta minidress”, the retailer said.
As mentioned, the ad is built around a trans person coming home for Christmas and George added: “Fearing rejection they arrive at a typical village hall, and in the style of New York Ball Culture that mixes performance, dance, lip- syncing and model poses, shed their coats along with their conventional manner.
“The bold and glittering dancers come together to form a dance troupe, performing TikTok-style moves en masse as they shed coats and jackets to reveal brightly-coloured dresses and shimmering two-pieces beneath the neon lights.”