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.”