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.