Boots is proclaiming ‘We wish it could be summer every day’ in its latest TV ad – the final creative campaign for the brand from Mother before the account moves to Ogilvy & Mather.
The 40-second film is set in a lido, which is inundated with men, women and children as the sun finally arrives in the UK. Inside the pool’s changing rooms, swimmers are seen using Boots products to paint their toenails and wax their legs and chest, while outside, liberal helpings of sun cream are applied to pasty skin and bald heads.
The ad features a cover of Wizzard’s ‘Wish it could be Christmas every day’, with the lyrics changed to evoke the joy of the Great British summer.
The ad, which is supported on social with the campaign hashtag #ItFeelsLikeSummer, aired on 9 June and is now live on ITV, Channel 4, Channel 5, Sky1, E4 and More4. It’s the final piece of work for Boots from Mother London, which has handed over the account reins to Ogilvy & Mather after a 13-year stint.
The creative appointment was announced in February, a week after parent company Walgreen Boots Alliance pulled all its global marketing and media responsibilities over to WPP.
Mother has been the creative force behind a number of Boots' acclaimed campaigns, including the long-running 'Here come the girls' and Christmas ads spotlighting the work of those in the public services.