Publicis creates George campaign for Wal-Mart
By Adnews Staff
Publicis of Toronto has created a print and television campaign for Wal-Mart to promote the introduction of the George line of men's clothing in English Canada. The campaign, which is intended to raise awareness of the product line, is aimed at men 25 to 49 years old. It began earlier this month. The creative depicts men wearing underwear chasing their clothing through the streets of London, England. The clothing runs to Heathrow airport and gets on a plane to Canada. The ad uses the British pop song "Somebody stole my thunder" by Georgie Fame. "We wanted to present George in a unique and tongue-in-cheek way while creating excitement for the brand," said Duncan Bruce, executive creative director at Publicis Canada. "We have kept both the key elements of fun and fashion while shooting the men's campaign and we believe the concept of a fashion democracy, combining styling and quality with low prices, will turn heads." Print ads will run in the June issues of Time, People Canada, Maclean's, Canadian Home Workshop, Sports Illustrated, Harrowsmith Country Life, Toronto Life, Vancouver, Cottage Life, Readers Digest and Canadian Geographic. In addition, a George area is being added to Wal-Mart's Canadian website. A Quebec campaign for the clothing line, created by Allard Johnson of Montreal, also began earlier this month.