Watch: Boots' Christmas ad

A family puts off celebrating Christmas until the early hours on Boxing Day so that a nurse coming off an all-nighter does not miss out, in Boots' festive campaign.

Mother created the campaign, called "#SpecialBecause", for the retailer. The ad opens with various members of a family waking up after midnight on Boxing Day and preparing gifts and gathering at the house of a nurse, who comes back from her shift to a surprise welcome.

The ad ends with the line "because she’s special". It was shot by Noam Murro through Biscuit Filmworks.

The TV spot will air during Downton Abbey on ITV on 9 November and will be backed by cinema, outdoor, print and digital advertising, in addition to direct marketing and PR.

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1 How easyJet transformed customer data into emotional anniversary stories

To showcase innovation and good practice, Campaign is publishing the best case studies from the 2016 Marketing New Thinking Awards, held in association with Sky Media. EasyJet and Havas Helia triumphed in the Data Creativity category for their data-driven work on the airline's 20th anniversary.

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