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Boots puts a spin on glossy summer ads as it commits to championing body confidence

As summer looms so too does a deluge of ‘summer ready’ and ‘beach body’ ads targeted at women. But Boots’ latest ad from Ogilvy has turned the trope on its head.

Part of a wider commitment from the retailer to focus on body confidence in its marketing, Boots has launched an integrated summer campaign it hopes will “give women the confidence to be whoever they want to be.”

Based on its own insight that 76% of women in the UK have avoided summer activities – like going to the beach or attending music festival – because they feel self-conscious, the TV spot at the heart of ‘Summer Ready’ follows the story of two women embarking on a summer trip.

As they head into shop in Boots, they see a Protein World-esque ad which asks, ‘Are you summer ready?’. The pair are shown laughing it off, before heading to their destination. Boots products feature in the ad as the duo get ready to head to the beach.

The spot is set to a custom version of the Diana Ross classic, ‘I’m Coming Out’.

Helen Normoyle, marketing director for Boots UK and Ireland, said that amid a shift in the conversation around confidence the brand “had a role to play” in ensuring the discussion wasn’t about shape or size but about women having the confidence to be whoever they want to be.

“The statistic [we uncovered] is really shocking and as the brand that stands for championing everyone’s right to feel good, we wanted to take action.”

She added: “That’s why we’re celebrating women who aren’t driven by a need to be someone else’s definition of ‘summer ready’. In doing so, we hope to inspire the rest of the nation to stop worrying about what others think and just start feeling great about themselves.”

The TV ad marks the beginning of a summer-long campaign with activations set to take place throughout the season which will run across ATL TV, print, PR & influencer marketing, loyalty and more.

The play from Boots builds on other commitments it has made to championing body confidence, including its sponsorship of all the national women’s football teams in the UK.

“This is not just about summer. Our partnership with women’s football has given us the opportunity to talk to our customers in new ways, supporting a much bigger social conversation to help improve the confidence and wellbeing of others,” explained. Normoyle.

Boots Health & Beauty print magazine has been leading the charge on this too, having banned image re-touching from its their cover seven years ago.

Boots has been heavily focusing on beauty in its marketing. Its 2018 Christmas ad from Ogilvy married its brand purpose with its beauty proposition, telling the story of a mother and daughter to showcase how giving the gift of beauty can make someone feel.

Earlier this year, it announced it was upping investment in its beauty proposition, overhauling its bricks-and-mortar stores and bringing fresh brands into the fold as it looks to keep is grip on the burgeoning market.