Boots earns its emotional focus

Boots has spent decades as one of Britain's most trusted brands, but has only now chosen to focus on its emotional role

My dad is often dragged to Boots by my young nieces. It’s apparently quite the destination for them… less so for him.

‘Give It Some Boots’, developed by WPP, taps into what makes the brand magic for them, and for millions of others across the nation.

The new brand platform encourages consumers to have the confidence to ‘turn up the volume on life’, secure in the knowledge that they have the trusted expertise and support of Boots behind them.

The campaign is built around a human observation.

Namely, that people often leave Boots feeling far more prepared, capable, and confident than when they first entered.

Rather than glossing over life’s challenges, the platform celebrates life’s ‘brutiful’, celebrating those simultaneously beautiful and brutal moments, highlighting the role Boots can play at every single life stage.

The products, designed for a myriad of human needs and tweaks, take centre stage here, and Boots earns its right to appeal to the everyday, but still special, experience, given that it occupies an unusual position in British culture.

The ad succeeds because it authentically depicts how the product line spans multiple generations and diverse use cases. 

The ad shines a light on practical, small, but ultimately special everyday moments, like navigating the messiness of growing up or managing health routines later in life.

Its launch will span TV, cinema, digital OOH, social channels, in-store displays, and online platforms. TV and cinema placements launch ahead of the upcoming film ‘Verity,’ an adaptation of Colleen Hoover’s novel.

The campaign is energetic, chaotic, and optimistic. And by leaning into the unfiltered realities of daily life, Boots has reinforced its legacy for the modern age.