Analysis: Boots' new ad campaign

The new advert aims to convey how Boots has moved on from showing that it “understands” women, with its previous fast-paced, comedic adverts featuring women as ‘superheroes’ as they organise Christmas presents for the family.

But this year consumers will see a different side to Boots, which is now aiming to “inspire” women with its Christmas campaign.

In the 60-second ad, Boots shows a series of scenes depicting people giving thoughtful festive presents.

For instance, the ad features a man giving his younger brother his first shaver to tidy up his newly sprouted facial hair, then looks in on him enjoying a freshly-shaven top lip after using the shaver for the first time.

Created by Mother, the same agency that brought ‘the Girls’ to our screens, it uses the catchy Elton John song “Are you ready for love?” giving the ad a feel-good factor, matched by the strapline; ‘Let’s feel good.’

It is a clever campaign by Boots. Although the main focus is still on the woman, the new adverts include all members of the family, including men, and a range of relationships.

Boots has also used real-life couples and relatives for the scenes. With the obvious on-screen chemistry, the move seems to add festive magic to the ads.  It is a first for the retailer, and a big-step change from familiar comedic actresses used in the previous campaign.

And alongside the new ad, Boots has created a Christmas shopping app and is offering customers the chance to leave personal video messages attached to presents via QR codes, displaying the retailer’s move into being a real multichannel player. Boots does not yet have a standard shopping app.

Due to the shift from the well-known - and somewhat tired - ‘Here come the girls’ creative, the new campaign is sure to stick in viewers’ minds by default.

But it’s also sure to strike a chord with Boots’ wider audience, who it mustn’t forget, also include men, teenagers and kids.