The ‘Nice Boots Camp’ spot, created by Leo Burnett, will run for six weeks in 60-second and 40-second versions. With Nancy Sinatra’s song ‘These Boots Are Made for Walking’ as the soundtrack, the ad shows Rooney and her band of sergeants putting some new recruits through their fashion paces.
Girls are seen polishing high heels in the barracks, practising how to ‘change arms’ with handbags, taking on an assault course and learning how to march in time in their heels. The ad finishes with the standard passing out parade and the girls all looking fashionable wearing Littlewoods’ clothing and products.
Viewers are encouraged to ‘Enrol in Nice Boots Camp’ and are directed to the Littlewoods website where there will be competitions, music downloads and fashion advice from Rooney.
Rooney said: "This is my first TV ad for Littlewoods and I really enjoyed making it. I loved the way that the ad features such a wide variety of real women and shows some of my favourite pieces from the Littlewoods collection."
Shop Direct Group’s retail director, Gareth Jones commented: "Coleen has proved to be an inspirational style ambassador for Littlewoods."
The TV campaign will be supported by digital display banners and a press campaign.