By Amy Houston, Senior Reporter

June 5, 2023 | 3 min read

The spot, by The Pharm, will go live during ITV’s Love Island.

As the warm weather continues to delight the UK, Boots has revealed its latest ad campaign, titled ‘Perfectly Imperfect’.

The story is told through the eyes of a pesky wasp, who ducks and dives around families enjoying a day at a lido. Of course, there are a few mishaps along the way, such as the boy who gets stung on the foot and his dad who saves the day with his trusty Boots first aid kit.

Pete Markey, chief marketing officer at Boot, said: “At Boots, we want to celebrate the perfectly imperfect moments and this summer we are encouraging people to embrace the simpler, smaller pleasures and those authentic moments that make British summer. With our extensive range of summer essentials, healthcare and beauty products, Boots is with you through any situation that this summer might throw at you.”

The 30-second short is the work of the retailer’s in-house agency, The Pharm. Running for 10 weeks, the campaign includes new media ventures for the brand, including smart speaker audio ads.

Sarah Bamford, creative partner at The Pharm, added: “It was important to land the insight of an unpredictable British summer in a believable way. We enlisted multi-award-winning director Scott Lyon, who is known for balancing technically innovative films with nuanced performances. Navigating the unpredictable weather, we shot and cast in the UK to make sure we captured the classic British wit and charm.”

The campaign will also be supported with TV, radio, cinema, digital out-of-home, print, social, digital, in-store and online.  

Interested in creative campaigns? Check out our Ad of the Day and the Best Ads of the Week sections.

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