JWT targets women in Boots insurance work

The first ad in an pounds 8 million launch campaign for Boots health and travel insurance will break this week on national television and signals a radical change in tone across all Boots advertising.

The first ad in an pounds 8 million launch campaign for Boots

health and travel insurance will break this week on national television

and signals a radical change in tone across all Boots advertising.



The first 40-second commercial in the series, created by J. Walter

Thompson, spearheads the full-blown launch following a deliberately

low-key introduction in April which allowed Boots to fine-tune the

service.



The commercial shows three women in situations where they are anxious

about their own and their families’ health. A mother watches her son

being scanned in hospital, a woman crashes her bike abroad and another

mother watches anxiously as her young son climbs a tree.



In the middle of these apprehensive moments, a spokeswoman explains in

soothing tones: ’Boots now has a range of health and travel cover plans

that you can just pick off the shelf, pay for at the checkout, and

you’re covered.’



The ad closes with the mother being reunited with her son, who has

climbed down from the tree, and the endline: ’Want peace of mind. Like

simplicity. Love Boots.’



The insurance campaign and all future Boots advertising from JWT will

focus on women - who comprise more than 85 per cent of the retailer’s

customers - and incorporate the ’love Boots’ theme.



Charlie Hiscocks, director in charge of the Boots account at JWT, said:

’This is the first iteration of a new campaign for Boots which will be

extended across everything that Boots does in advertising. All the

campaigns will now be delivered through the thoughts and aspirations of

women and the solutions provided by Boots.’



The ad was written by Geoff Cousins, art directed by John Iles and

directed by Jon Greenhalgh at Godman. The heavyweight campaign will

break on 5 June and will run on ITV, Channel 4 and selected cable and

satellite channels.



The TV work will be supported by a print campaign which is set to break

in the next few weeks.



Media buying is by BMP Optimum.



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