Boots sings for body confidence in summer campaign

Research for retailer finds three-quarters of women avoid summer activities due to self-consciousness.

Boots is today launching a multiplatform campaign running through the summer that celebrates body confidence.

The retailer surveyed 1,000 UK women in a study conducted by Censuswide and found that 76% have avoided summer activities, such as hitting the beach or attending music festivals, because they felt self-conscious about their appearance.

Created by Ogilvy UK, the campaign launches with a TV spot that indirectly mocks the infamous Protein World ad.

Boots' work features a pair of friends about to head off on holiday. After stocking up on sun cream and other essentials, they come across a video ad at the airport featuring a slim model in swimwear with the text: "Are you summer ready?" At this point, a voiceover breaks into song, delivering an ode to feeling good and rejecting self-consciousness to the tune of Diana Ross' I’m Coming Out.

It was created by Mark Harrison and Liam Butler, and directed by David Wilson through Riff Raff. The media agency is MediaCom.

The ad is the start of a campaign running through the summer that also includes sponsorship of the five women’s football teams of the UK and Ireland. Boots will also be the exclusive high-street partner of BBC Children in Need’s A Million & Me initiative, which aims to drive positive mental well-being conversations with young people.  

Helen Normoyle, marketing director at Boots UK and Ireland, said: "A shift in conversation around confidence is happening and we have a role to play in making that conversation not about shape or size, but about women having the confidence to be whoever they want to be.

"This statistic is really shocking and, as the brand that stands for championing everyone’s right to feel good, we wanted to take action. That’s why we’re celebrating women who aren’t driven by a need to be someone else’s definition of ‘summer ready’. In doing so, we hope to inspire the rest of the nation to stop worrying about what others think and just start feeling great about themselves."