Lee Smith
Creative Director
In their own words
We're not trying to reinvent the brand – just give it more standout in a crowded market.
We opened up the field a bit and (being an equal opportunities employer) were keen on exploring people beyond Yorkshire—even if it's just a bit beyond.
Articles & interviews
- Asda Introduces Talking Baby in Fresh Ad Campaign
Creative agency Lucky Generals has launched its first campaign for Asda, titled 'Barnsley Baby', reviving the supermarket’s iconic 'That’s Asda Price' slogan with a humorous twist. Directed by Brad Lubin of Another Film Company, the ad features a talking Yorkshire baby delivering the line in a fresh, culturally relevant way. The campaign aims to modernize Asda’s value message while celebrating its regional roots and relatable humour.
- "Yorkshire Tea Debuts Mystery-Themed Ad Featuring Sarah Lancashire"
Creative agency Lucky Generals has launched a new Yorkshire Tea ad continuing the 'Where Everything's Done Proper' campaign. The humorous 'brewdunnit' spot stars Sarah Lancashire CBE as head of security investigating a biscuit theft at Yorkshire Tea HQ. The campaign reinforces the brand’s playful tone and celebrates its northern roots while maintaining its consistent voice across communications.