Boots is launching summer campaign under the strapline “Summer better be ready” designed to flip the script of conventional sun-kissed campaigns by showing summer just how ready Brits are to get the most out of the season.
Devised by Boots, along with The Pharm/VMLY&R, the TV execution opens on a cloudy British day with vignettes of people of all ages, all over the UK, singing along to themselves while getting ready for their days ahead.
Suddenly a bold jump into summer re-energises the protagonists, who are then seen making the most of unexpected summer adventures in an upbeat and colourful montage.
Beginning with the acapella voices, the film features a re-recording of The Delfonics ‘Ready or not’, produced by British producer and Grammy Award winner Al Shux.
The campaign also showcases the deals and thousands of exclusive products that Boots has on offer this summer, ensuring that whatever customers have planned, Boots has got them covered.
Boots UK chief marketing officer Pete Markey said: “After the last couple of years, we are more than ready for summer, and our campaign celebrates everything we love about the season. From summer holiday abroad to staycation and festival fun, Boots is here to help Brits make the most of moments, big and small.”
This campaign also brings to the fore Boots’ brand positioning which launched earlier this year, “With you. For Life”. It is designed to highlight the purpose of the retailer to support its customers through every stage of their life.
VMLY&R creative director Sara Rose said: “We wanted to celebrate the seasonal free-spirited pleasures that will energise people this summer, and who better to do that than Boots. We encapsulate this excitement with an iconic soundtrack, the kind that creates lasting memories.”
The campaign kicks off during this week’s launch of the new Love Island series on ITV. Boots is the official beauty partner for the show for the second year running.
It will use reactive, contextual display advertising with Mail Metro Media and adopt “smart data”, targeting out of home screens based on lapsed audiences’ postcodes, allowing the campaign to respond to cultural moments and deliver communications throughout the summer.
Activity will run across, TV, VOD and cinema with additional print, OOH, radio, social, digital, web, app and email executions.
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