Boots latest campaign focuses on the unpredictability of summer holidays, in an ode to embracing the unexpected wherever that may lead.
Created by agency of record The Pharm, the film follows the journey of an enthusiastic family as they immerse themselves in a new outdoor challenge, with the daughter mistakenly bringing a Boots bag instead of her hiking boots bag.
Despite the mishap, the day is saved, as the bag conveniently contains everything needed for a day by the lake – highlighting how the UK’s largest high street pharmacy can come in handy in an array of eventualities.
Going nationwide from 22 May, the ten-week integrated campaign will be supported with podcast, cinema, digital, OOH, print, social and digital audio.
It will also be tapping into new disruptive media formats, with the creative featuring at Wembley arena for the Taylor Swift Eras Tour, leveraging the biggest music event of the year.
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Other music-related highlights within the campaign will see the high street retailer utilising Vevo music and a ‘Summer of Music’ YouTube sponsorship for the first time, alongside other VOD channels.
Boots will also be grabbing a spot in a series of related playlists including summer music playlists, top 100 artists charts and trending music playlists, via the snapchat AR lens.
“We know life has its unscripted moments that we can’t always prepare for, but this summer we are encouraging people to embrace the unpredictability of summer and savour those authentic moments which make a British summer so memorable,” said Boots chief marketing officer Pete Markey.
“While we can’t predict what adventures might unfold, we can help you prepare for any situation summer might throw at you with our extensive range of summer essentials, healthcare and beauty products.”
