"Arrive Like You Mean It"

12 July 2021

40s

Look Who's Back

While rap tracks written specifically for commercials have a questionable history (see Pepsi's most recent Christmas offering for a cringeworthy example), this Asda campaign swerves embarrassment by virtue of its juvenile cast. Bringing noted music producer KZ on to develop the track can't have hurt either.

The kids' performances really shine over the ad's 40" run, as they ape established hip-hop tropes by posturing for the camera in playground-friendly fashion. Rather than sex, money, and violence, the tykes have passing tests, learning, and looking fresh on their minds. It's not quite cool, but it's fun and playful in a way which will appeal to any school uniform-wearers watching.

UK

Supermarkets