Boots evolves 'Here come the girls' campaign for Christmas ad

The first stage of the campaign consists of 14 light-hearted sketches to launch on November 4. The campaign covers multiple offers and services offered by Boots, portraying women in everyday situations. Created by Mother, the scenes feature a cast of comic actors playing different types of woman brought together to spread the feel good message.

One spot, called Surprise, shows a woman desperately hiding her disappointment when opening a Christmas present bought by her husband, until her mother presses the pampering gift that she really wants into the husband’s hands as the real gift.

A further spot, Not Doing Gifts, is a celebration of girlfriends sharing presents when they’d promised not to be doing gifts this year.

The sketches will run on TV, online, and through the Boots YouTube and Facebook channels. A making of video will also run online.

Boots is also launching a Ask the Girls initiative whereby store assistants can offer advice on gifts. This will also run online via interactive Q&A sessions, the first being with Boots gift buyer Annabel Franks.

Elizabeth Fagan, marketing director, Boots UK, said: “Our Here Come The Girls advertising is based on genuine insight into how the UK’s women really think and feel, tapping into moments which resonate with women everywhere.  The new campaign takes this to a new level by showing even more insights into a woman’s life at particular times of year and therefore providing more invitations for our customers to Feel Good thanks to Boots. 

“By using comic settings, we’ll demonstrate our customer insights and showcase the full offer Boots provides, from healthcare services to beauty and gifts, amplified by the launch of “Ask the Girls” - in our first multiple touch point campaign.  We hope that our shoppers will come to love the women in the sketches, forging affection for them as we move into 2011 with further bursts of seasonal ads.”