NEWS: Boots changes line through JWT

Boots has scrapped its ‘someone cares’ campaign, which has run for the past five years, in favour of a new line which will make its debut in the run-up to Christmas.

Boots has scrapped its ‘someone cares’ campaign, which has run for the

past five years, in favour of a new line which will make its debut in

the run-up to Christmas.



The campaign, by J. Walter Thompson, breaks on national television on

Thursday and is based on the sentiment, ‘look good; feel good’. The new

endline is: ‘Boots: the right chemistry.’



The series of eight commercials uses a montage of yuletide images to

communicate the emotion of Christmas and the breadth and range of

products available at Boots. The commercials feature images of smiling

children, black-and-white shots of a 50s-style American Christmas, shots

of a traditionally clad Santa Claus, and scenes of shoppers coming home

from Boots with their Christmas presents.



The films are all backed by the original recording of the song, Make

Someone Happy, by Jimmy Durante. The track will be released by Warner

Music as a single at the beginning of December.



The campaign kicks off with a 60-second commercial to establish the

‘giving’ mood of Christmas. This is then followed by two 30-second and

five ten-second ads which provide the opportunity to showcase the range

of Boots gift ideas.



All eight commercials were shot on location in New Zealand and were

directed by Hugh Harkness through Harkness Sayers. They were art

directed by Mike Murphy and written by Mark Wilkins at JWT. Media

planning and buying is through BMP DDB.



Stephen Carter, JWT’s managing director, said: ‘‘Care’ has been a useful

and commercially successful theme for Boots for a number of years.

However, in the fiercely competitive retail context of the mid-90s, the

task is to go beyond this to add stimulation and invigoration to the

Boots brand offering.’



Jaspar Shelbourne, the executive creative director of JWT, added:

‘Drawing on a library of material we were able to put together a series

of commercials that truly capture the feel-good spirit of Christmas.’



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