A teenage girl sees her mom in a different light in holiday ad from Boots

Emotive spot by Ogilvy is set to a reworking of a Robbie Williams song

Published On
Nov 09, 2018

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Boots examines the somewhat awkward relationship between a teenage girl and her mom in its holiday spot this year, with a message about finding a gift that shows you understand someone.

The spot, by Ogilvy U.K., is set to a reworking of Robbie Williams' hit "She's the One" but with the lyrics changed to "She's my Mum," sung by the teenage protagonist. We see the girl grimace and look alternatively horrified and embarrassed as the two experience various beauty-related scenarios. Her mother tries to put her hair up copying a magazine style, but doesn't quite succeed. Meanwhile, the daughter cringes when mom's mascara runs when she cries watching TV and she's furious when her mother hands her a packet of wipes as she attempts to go out caked in cosmetics. 

However, the tables are turned when the girl spots her mother singing with a choir in the town square, looking beautiful and wearing bright red lipstick. She suddenly sees her in a different light, and we cut to Christmas morning, as she hands her a gift of red lip gloss with the message "Keep singing." The spot ends with the words, "Get something that says you get them." It's a similar message to that of Debenhams' holiday ads this year, but this version is more emotional and sentimental (we imagine mothers like the one seen here might even shed a tear, and have their mascara run).

Frank Todaro of Moxie Pictures directed the ad. It's part of an integrated campaign from WPP agencies that spans TV, print, PR and influencer marketing, loyalty, in-store, social and Boots' Health & Beauty Magazine.

Credits

Date
Nov 09, 2018
Client:
Boots
Agency:
Ogilvy-U.K.
Agency Producer:
Rachel Hough
Production Assistant:
Emma Griffin Beat
WPP Client Team Lead:
Fiona Gordon
Managing Partner:
Victoria Day
Business Director:
Kate Woodruff
Account Manager:
Amy Love
Planning Partner:
Nicole Frost
Strategist:
Emma Banks
Director:
Frank Todaro
Production Company Producer:
Jessica Ensor
Production Company:
Moxie Pictures
Director of Photography:
Ross McLennan
Editor:
Tim Hardy
Editor:
Joe McNally
Editing:
Stitch
Editing:
GPS
On Set VFX Supervisor:
Mark Beardall
Flame Artist:
Esther Berglund
Flame Artist:
Stephen Miller
Post Production Producer:
Claire Lifford
Color:
Seamus O’Kane
Original Track Composer:
Karl Wallinger
MD/ Producer:
Jay James
Head of Music Production / Arranger:
Luis Almau
Sound Designer:
Henning Knoepfel
Music:
Soundtree Music
Original Track:
Universal Publishing

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