Boots has shifted strategy for its Christmas campaign, focusing on emotion by celebrating working women rather than pushing product as it did last year.
Following last year’s upbeat ad set to Jessie J’s version of ‘The man with the bag’, Boots has returned to its traditional, emotional roots with a Christmas ad that celebrates women who are working over Christmas.
The ad introduces itself with the figure that half a million people have to work on Christmas day. It then goes on to show a number of women who have to work over Christmas, including paramedics, firefighters, volunteers, nurses and carers who all “sacrifice their Christmas Day to support their communities”. These women are given a makeover with Boots products, before then being reunited with their families and friends.
During the ad a couple of the women talk about their experiences, including a paramedic who says she has been in service six years and has worked the past five Christmas days.
“As a big thank you, Boots wanted to give some of these inspirational women an early Christmas present,” Boots posted on its Youtube channel.
The ad, which is called ‘The gift of beauty’ includes Kylie Minogue’s rendition of Rozalla’s Everybody’s Free song and is a far cry from last years’ TV ad, which presented a blue firefly exploring a fictional Boots store.
This year the brand’s theme follows the emotive Christmas ads it produced in 2013 and 2014, with 2014’s featuring a family waiting up to celebrate Christmas with their nurse mother who had been working.