Boots has launched its ‘Saving Summer’ campaign, embracing the unpredictability of the season by recognising that plans don’t always go as expected.
The health and beauty giant’s advert shows the journey of a family bracing themselves for a new outdoor challenge, before realising their daughter mistakenly packed a Boots bag instead of her hiking boots bag.
Created by agency The Pharm, the advert went live with a nationwide campaign on 22 May and will run for ten weeks, supported with podcast, cinema, digital, out-of-home, print, social and digital audio.
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The retailer said “new disruptive media formats” are also being used, including Vevo music with a Taylor Swift sponsorship package to leverage the biggest tour of the summer, and a ‘Summer of Music’ YouTube sponsorship.
Additionally, the campaign will appear within a series of summer-related playlists, including festival artist line-up playlists, summer music playlists, top 100 artists chart, and trending music playlists. It is also available through Snapchat AR lens.
Boots chief marketing officer Pete Markey said: “We know life has its unscripted moments that we can’t always prepare for, but this summer we are encouraging people to embrace the unpredictability of summer and savour those authentic moments which make a British summer so memorable.
“Whilst we can’t predict what adventures might unfold, we can help you prepare for any situation summer might throw at you with our extensive range of summer essentials, healthcare and beauty products.”
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