Boots has unveiled its uplifting Christmas campaign which looks to celebrate the half a million women who work on Christmas day.
'The Gift of Beauty' sees the Boots team treat 45 real women from a whole range of jobs, including paramedics, midwives, farmers, police officers and carers, to a day of pampering in order to recognise the hard work they put in throughout the festive period. The women were given a full makeover experience by the store's beauty advisors, with the day culminating in a spectacular ‘reveal’ to friends and family.
The ad is scored by an exclusive Kylie Minogue song – a cover of Rozalla's classic 1992 dance track Everybody’s Free to Feel Good.
Produced by Mother London, the campaign is a marked departure from Boots' glitzy 2015 ad, and sees the brand circling back to a more emotional approach similar to its 2014 spot which depicted a family delaying their celebrations so that a nurse working on Christmas Day could join them.
"We know women love receiving beauty gifts at Christmas... They are thoughtful gifts that show you’ve noticed her favourite perfume or how much she cherishes that posh body lotion that's running low," said Helen Jeremiah, director of customer strategy and communications at Boots UK. "They are gifts that make her feel truly special. We wanted to give that gift to some inspiring women who spend their time – even on Christmas day – helping others. For all that they do for their communities we wanted to give them an early Christmas gift."
The 60-second spot will air for the first time this evening during Coronation Street, with Hermeti Balarin, executive creative director at Mother saying: "Over half a million women work on Christmas day. They’re firefighters, midwifes, aid workers. These incredible women keep the country going while most of us have a great time and celebrate the holidays. We gave them an early Christmas present with a makeover by a team of Boots beauty specialists, to get them in the Christmas spirit and feeling good."
You can watch the ad in full by clicking on the image below.
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