Boots' 2018 Christmas Ad Is a Robbie Williams-Inspired Ode to Mothers

Boots UK has unveiled its Christmas campaign, ‘Get them something that says…you get them’, an idea which brings to life that magical feeling of giving or receiving a gift which really celebrates each person’s uniqueness. 

The TVC by Ogilvy UK follows the story of a mum and daughter in the build up to Christmas – Clare and Molly. The film begins as Clare is attempting to put Molly’s hair in a fancy up-do, and not quite succeeding.

In the following scenes, Molly continues to exhibit typical teenage behaviour acting like she’s centre of the universe, while her mum patiently tries to guide her through these moments, seeing beauty play a role in their relationship.

Later in the film, Molly finds herself in a Christmas market, and she hears music. Wondering what everyone is watching, she is stunned to see her mum, singing confidently and looking beautiful as part of a choir, which includes Boots colleagues and London community choirs. 

Shocked at seeing her mum in an entirely new light, she decides to get her a gift which really ‘gets’ her – a red lipstick for her next performance. The music in the ad is a take on ‘She’s The One’ by Robbie Williams – instead the track is called ‘She’s Me Mum’. 

Marketing director for Boots UK and Ireland, Helen Normoyle explains: “Christmas and the festive period is a perfect time to bring together friends and family, and we wanted to really celebrate this special connection by focusing in on the spirit of beauty gifts showing you really understand your loved ones. The story charting the relationship between the mum and daughter was a perfect example of how even when we’re close to the ones we love, we can often take their unique traits for granted. Working with our own Boots colleagues in the choir and having a fresh take on a well-known song provided a fun and touching way to bring our proposition to life.”

Sam Cartmell, deputy executive creative director at Ogilvy UK, said: “This year’s Boots Christmas campaign shows how giving a beauty gift lets you show someone you truly ‘get’ them. Beauty gifts are so much more personal and, of course, Boots is the home of beauty inspiration for the whole of the UK. Whether in film, digital OOH or social channels, we hope our ‘Get them something that says…you get them’ campaign will inspire everyone to take a moment to appreciate their loved ones this Christmas for who they really are.”

The TVC will air on 10th November during the X Factor live show. This fully integrated campaign from WPP agencies including Ogilvy, Mediacom and Bookmark will run across ATL TV, print, PR & influencer marketing, loyalty, in-store, social and Health & Beauty Magazine.