Ad of the Day: perfect casting turns Boots ad into a joyful homage to childhood summers

Boots’ campaign for summer follows the journey of a brilliantly cast seven-year-old girl wondering in the sights, smells and excitement of the summer holidays.

‘Summer like you’re Seven’ is the latest campaign from the retailer’s retained agency Ogilvy UK. Set to the Jungle Book’s ‘Bare Necessities’ the hero film follows seven-year-old Livvie from the time she leaves school until she falls asleep at the dinner table on holiday, focusing on Boots products such as insect spray, plasters, face masks and even leg wax strips via colourful, summery scenes in-between.

The creative was developed from the insight that children experience summer with an enthusiasm and curiosity that is lost somewhat in adults, and that reminiscing about our childhood view of summer can lift our mood.

“We’ve already been lucky enough to feel that early glow from the first days of summer, and our customers tell us they want to get out and enjoy every single moment that summer has to bring,” said Helen Normoyle, marketing director of Boots UK & Ireland.

“There’s no better way to capture everything that makes summer great than to bring the season to life through the quirky imagination of a seven year old, reminding us of the wonder, possibilities and spirit of fun that summer brings.”

The 30-second edit of the ad went live on the weekend (9 June). A longer, 60-second spot has also been released online and both films will be supported by social media, print, digital, radio, PR and influencer marketing.

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