Be Prepared for the Unpredictability of British Summer with Boots

Boots celebrates the arrival of the British summer with the launch of its ‘Saving Summer’ campaign.  

The brand campaign celebrates the unpredictability of summer by recognising that plans don't always go as expected. It highlights the resilience of the nation - prepared for any adventure or unforeseen challenge, while also finding joy in life’s everyday mishaps. Whether you're embarking on a hike this summer or simply enjoying the view from the side lines, Boots has been with you for 175 years, and continues to have you covered. 

The film follows the journey of an enthusiastic family as they dive into a new outdoor challenge, hiking a mountain. As the camera captures the majestic country scenery, a humorous story unfolds, revealing that their hike isn't quite as they envisioned. Ironically, the day is soon saved by the daughter mistakenly bringing the Boots bag instead of the hiking boots bag, providing everything the family need for a perfect day by the lake instead. Some may view this as a plan gone wrong, while others may see it as a lucky escape. Whichever side you find yourself on, Boots is With you. For life. 

Pete Markey, chief marketing officer at Boots 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.”

The 30-second TV advert has been developed in partnership with The Pharm – the WPP partnership team dedicated to Boots – and will go live with a nationwide campaign on 22nd May. Running for ten weeks, the campaign is supported with podcast, cinema, digital OOH, print, social and digital audio. It will also feature across a broad range of AV channels to align with the viewing behaviours of Boots customers. New disruptive media formats are 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.