ASDA's back to school rap

Created by Impero London and directed by Mr Yankey through Armoury, this 40-second spot features a crew of street savvy, rap-loving children. 

Chanting "look who's back" over some strong beats as they re-enter the school gates (presumably after some last minute lateral flow Covid tests), for the start of a new - hopefully uninterrupted - school year, the film is part commercial-part mini-music promo. 

"When it came to creating the 2021 Back to School campaign for George at ASDA, we knew it would need to feel momentous," said Impero Creative Director, Alastair Mills. "After all, this would be a back-to-school like no other. But rather than directly acknowledge the hopes and concerns of parents, we wanted to reflect what the kids would be feeling when they walk through those gates. You don’t have to dig that deep to know that school is all about mates, and that first day is about getting the squad back together. This sense of belonging and togetherness is something that's plain to see in so many UK drill and grime videos. It was the perfect genre and visual style to celebrate this huge moment in a kid’s life.

"It started with writing the lyrics, and finding a place for words that you might not usually find in a grime track. Some of those words, like “sustainably sourced" proved a bit much for our pint sized rappers, so the lyrics continually evolved throughout the process to suit their 'flow', whilst still landing the sense of occasion, the pride and of course the school wear. “Look who’s back, my squad and me, new skills and a crisp white tee. We wanted it to be as far from twee as we could get, and that meant not 'playing for laughs' or even acknowledging that it was a  pastiche. We needed a director who could pull this project off with style, someone who got the genre, but also had a charm and warmth that would work with our tiny grime crew. Mr Yankey was perfectly suited to the job. And he had a great rapport with the kids during the casting process, which paved the way for a shoot that had to be fun to get the best performances from them."