Boots sticks with comedy Christmas strategy

Boots is sticking with its comedic "here come the girls" theme for this year's Christmas advertising campaign, which is themed around the importance of women.

Boots: revives 'here come the girls' concept
Boots: revives 'here come the girls' concept

The TV ad, which launches tonight (November 3), portrays the girls as action-heroines as they transform their neighbourhood from a suburban street into a winter wonderland with "speed, skill and glamour".

The campaign, created by ad agency Mother, is designed to show Christmas would not happen without the influence of women, who carry out laborious tasks including secretive shopping missions and marathon wrapping sessions.

The 60-second television spot will launch at 8.15pm during ITV and Channel 4 during Emmerdale and Beeny's Restoration Nightmares.

A series of 10-second and 30-second spots will follow the television execution in the weeks running up to Christmas.

Boots introduced comedy to its Christmas campaigns last year with ads that sought to bring together health and beauty in one ‘brand voice’ for the first time.

The brand introduced its "here come the girls" positioning four years ago.

Follow Matthew Chapman at @mattchapmanuk

Become a member of Campaign from just £51 a quarter

Get the very latest news and insight from Campaign with unrestricted access to , plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an alert now

Partner content