This 'high fashion' eyewear ad has an unexpected reveal

Spots for high street brand Boots Optician parodies the likes of Gucci

Published On
Jan 08, 2020

Editor's Pick

A new ad appearing on U.K. TV appears to be for a high-end eyewear brand judging by its high-fashion approach. 

The spot features stylish models posing in vintage prints in a lavishly furnished stately home, along with random wild animals and a feathery pillow fight. It's the kind of thing we've seen a thousand times from the likes of Gucci, Prada and even Burberry. However, there's a surprise at the end of the TV ad as the model reveals. "They're Boots, darling. Only 40 quid!"

The campaign, for high street optical chain Boots Opticians, was created by Ogilvy London and directed by Vince Squibb at Academy (credited as Vincenzo Calamari at the start of the film, in keeping with the Italianate style). It also includes print ads, social media and influencer advertising. 

"'They’re Boots Darling’ is a fun idea that captures how good people feel when they find the perfect frames and introduces some playful language that everyone can use when we proudly show them off," said Sam Cartmell, executive creative director at Ogilvy, in a statement.

Madeline Shaw, head of marketing at Boots Opticians, added, “We wanted to show the world that we’re not only experts in eyecare but experts when it comes to style too. This is a charming and uplifting campaign that I hope will make people smile and feel surprised that Boots Opticians has a whole range of stylish glasses at affordable prices that you perhaps wouldn’t expect.”



Jan 08, 2020
Client :
Boots Opticians
Agency :
Marketing Director :
Madeline Shaw
Senior Marketing Manager :
Gail Borley
Assistant Marketing Manager :
Joseph Cunningham
Senior Marketing Manager :
Guy Smith
Production Company :
Academy Films
Director :
Vince Squibb
1st AD :
Jez Oakley
Executive Producer :
Mark W Williams
Production Assistant :
Alice Hopgod
Director of Photography :
Daniel Voldheim
Edit House :
Assembly Rooms
Editor :
Sam Rice-Edwards
Producer :
Daniel Brehemy
Grade :
The Mill
Colorist :
Seamus O’Kane
Color Producer :
Charlie Morris
Online :
Online Post Executive Producer :
Annika Gustavsson
Lead VFX :
Sound Design :
Sound Engineer :
Toby Griffin
Music :
One More Music Company
Track :
Guarda che luna
Artist :
Fred Buscaglione
Album :
I migliori anni della nostra vita '50
Music Licensing :
PeerMusic Publishing
Music Licensing :
Warner Chappell Master

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