JWT launches its Boots ad campaign

The high-street chemist Boots is unveiling an integrated advertising campaign by J. Walter Thompson to support the arrival of more than 5,000 new products in stores.

The campaign, which uses the endline: "Say something about yourself", sees the 60s supermodel Twiggy return to voiceovers after an eight-year absence from commercials.

In the TV ads, which break this week, customers are encouraged to try out different looks, new hairstyles, make-up and even whole new bodies using the theme of imagining yourself in a new light.

In the first of two ten-second executions, a woman looks at different reflections of herself in a 60s-style room filled with hanging mirrors.

In one mirror she appears with a dramatic change of hair and make-up, while in the next she is seen holding a yoga pose.

The voiceover states: "Say something new about yourself with over 5,000 brand new health products from Boots."

The second execution highlights a two-for-one offer on selected Boots glasses.

The target audience is female, aged between 25 and 54.

Boots staff will hand out compact mirrors at the core stores promoting the theme of seeing yourself in a new light.

The ads were written and art directed by Christine Jones. The director was Steve Dunn through the production company Moon. Media planning and buying is through MindShare. The campaign incorporates radio, press, poster and sampling.

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