Boots' summer ad is authentically British, cloudy skies and all

Jake Nava directs VMLY&R's buzzy spot featuring a range of ages

Published On
Jun 06, 2022

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U.K. retailer Boots is telling people to "get ready for summer" in a new seasonal TV push that takes a fresher and and more authentic approach than you might expect.

The ad, by VMLY&R London, features people across the U.K. singing along to themselves to The Delfonics “Ready or not,”as they ready themselves for the season. Everyone we see is using a different Boots product, from a girl camping in a field finding her deodorant to a young man waxing his chest hair and a little girl painting her mom's nails. The casting encompasses a range of ages and ethnicities and the locations aren't picture-perfect holiday ones; they include some more realistic locations around the U.K., from seaside villages to music festivals, with some authentically British cloudy skies included.

The spot, which kicks off during the launch of the new series of popular ITV reality show "Love Island" tonight (June 6), was directed by music video veteran Jake Nava of Cherry, known for his work with artists such as Beyonce and Adele as well as commercials for brands such as Google, Guinness and Levi’s.

It taps into Boots’ brand positioning that launched earlier this year, "With you. For life," designed to highlight the purpose of the retailer to support its customers through every stage of their life. 

"After the last couple of years, we are more than ready for Summer, and our campaign celebrates everything we love about the season,"  said Pete Markey, chief marketing officer at Boots U.K., in a statement. "From summer holiday abroad to staycation and festival fun, Boots is here to help Brits make the most of moments, big and small.”