Boots The Chemists launches a &£1.7m advertising campaign later this week to promote the sale of designer hair products. The ad – ‘Wild’, created by J Walter Thompson – shows women having fun in various settings along with descriptions of how they feel about their hair. It ends with the line ‘wet, wild, but never out of control’. BMP.OMD handled the media buying. The campaign will be carried through instore on point of sale displays, carrier bags, till receipts and window displays. In early February, designer hairdressers will give advice and hair makeovers at selected stores.