Boots is celebrating a ‘perfectly imperfect’ British summer with its biggest ever campaign, which launches with a 30-second spot during Love Island on Monday 5 June.
The integrated campaign from the health and beauty retailer will run for ten weeks across TV, radio, cinema, digital OOH, print, social, digital, instore and online.
Developed in partnership with Boots’ advertising agency at The Pharm – the WPP partnership team dedicated to WBA – the 30-second TV advert will go live with a nationwide TV campaign on ITV during the first episode of Love Island.
The film tells the story of a ‘perfect’ British summer’s day, told from the perspective of a wasp. As the camera follows the wasp’s movement, the viewer is introduced to a variety of scenarios featuring families and friends enjoying their day – albeit with a few mishaps.
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Boots says the campaign “highlights the strength and resilience of the nation; prepared for any weather, obstacle, or delay”.
“At Boots, we want to celebrate the perfectly imperfect moments and this summer we are encouraging people to embrace the simpler, smaller pleasures and those authentic moments which make British summer,” said Boots CMO Pete Markey.
Creative director at The Pharm, Sarah Bamford, said: “It was important to land the insight of an unpredictable British summer in a believable way.
“We enlisted multi-award-winning director, Scott Lyon, who is known for balancing technically-innovative films with nuanced performance. Navigating the unpredictable weather, we shot and cast in the UK to make sure we captured the classic British wit and charm.”
The campaign will include new media innovation, with a range of disruptive formats including actionable smart speaker audio advertising with SayItNow. A new data-led linear TV activation with Sky will also match Boots customers with Sky’s Viewing Panel.
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Great summer ad, so uplifting. Make me feel like Summer. What is the Song? It absolutely great. Everyone who sees this ad is asking the same thing
Finally found the track that’s on this Boots TV advert. It is “In this moment” by Niko+. You can listen to it on Spotify. Can’t seem to find it anywhere else.