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Asda seeks to "weather proof" George line with responsive ads

Supermarket chain Asda is launching a weather-responsive digital ad campaign for its George clothing range in a bid to tackle the effect of the unpredictable British summer.

The creative for the campaign’s digital banners will respond immediately to changes in the weather – with summer essentials featured if the temperature increases, and long sleeves, waterproofs and wellies starring if the weather turns cold and wet.

The work will be supported by the launch of an online “wear your summer” shop that will feature weather-based style guides, plus a TV, print and outdoor campaign whichw will continue the theme.

Andrew Moore, chief merchandising officer of Asda, said: “Providing convenience to shoppers is a cornerstone or our mission to serve our customers better. This summer’s advertising showcase our commitment to provide the whole family with everything they require, come rain or shine, for the summer months.”

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