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
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
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
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.