Boots encourages celebration of ‘special people’ in festive ads

Boots is hoping to tug the nation’s heartstrings with a Christmas ad that shows a family pulling out all the stops to make mum’s Christmas memorable.

The ad tells the story of a nurse returning home from work in the early hours of Boxing Day who is greeted in the living room by a family that have gathered together to belatedly celebrate the big day by presenting the “special” mum, wife, daughter and sister with gifts bought in Boots.

The DLKW Lowe created spot, which breaks during Downton Abbey on Sunday (9 November), uses the strapline “because she’s special”. The TV ad will be backed by cinema, out of home, print, digital, direct, PR and social activity.

Andy Ferguson, director of marketing at Boots UK,  says: “We know that for our customers giving the perfect Christmas gift offers much more than just the present itself, it is a way for them to show how much they care.

“This Christmas we want to inspire our customers to celebrate the special people in their lives, not just by giving the perfect gift from Boots, but by sharing the reasons they matter for the whole nation to see.”

The “Because their special’ platform was unveiled in September. Boots is making its biggest Christmas play this year with a a multimillion pound investment in the in-store experience and new premium ranges as well as the marketing campaign.