Boots is the latest U.K. retailer to reveal its holiday campaign for 2022, and it's an uplifting spot that revolves around a magical pair of glasses.
The spot by VMLY&R centers on Holly, played by Lydia West, an up-and-coming BAFTA nominated British star after her appearances in "It's a Sin" and "Years and Years." On a bus ride, she finds a pair of magical glasses and finds that when she dons them, everything turns festive. Not only that but she can see the "joy" hidden inside the people around her and then informs her gift giving.
For example, wearing the specs she can see that her work colleague enjoys relaxing in bubble baths. Meanwhile, her cousin secretly dreams of being a drag queen, her friend wants a bit of glamour and her Dad finds joy in his beloved pet dog. She can then find them all the appropriate presents from Boots; scented bath products for the colleague, a hairdryer for her cousin, a cushion with the dog's face on it for her dad. And finally, we find out who owns the mysterious glasses: the clue is in the initials, "SC." The spot, directed by Si&Ad through Academy Films, is set to the track of “You Make My Dreams (Come True)” by Hall & Oates.
The ad, titlted "Joy for All," certainly has the feelgood factor, boosted by West's luminous performance. CMO Pete Markey revealed at its launch event that it worked with researchers at System1 throughout its development to ensure that it got the highest possible score with viewers in terms of emotional resonance and recall.
The wider campaign includes some innovative tech elements too; Boots will be the first brand in the UK to use TikTok Story Selection format, allowing users to choose which version of the spot they see based on who they are shopping for. It will also be working with Meta to produce a bespoke AR filter to help people find the perfect gift for loved ones in a "fun and engaging way."
As for the theme, Boots wanted to create something "joyful" while still mindful of the fact that people are facing a cost of living crisis.
"Christmas is the hardest brief of the year – it’s a time people treasure and getting the tone right is essential. said Laurent Simon, chief creative officer, VMLY&R London, in a statement. "This year, it’s been an even greater challenge as customers face worries about how they are going to pay for it. And whilst the tightening of belts and purse strings is a reality, we also know people still want to make Christmas magical and meaningful. Enter our extraordinary glasses - showing thoughtfulness starts with seeing someone, truly seeing them, and then showing how Boots can help create unique moments of joy for them.”