Here comes the joy

Boots’ Christmas campaign from VMLY&R London underlines the power of joy and togetherness at Christmas.

Nicola Kemp

Editorial Director


Joy, family, togetherness; in the midst of a pandemic which kept families apart during the festive season Boots has put the joy of gifting together at the heart of its key Christmas campaign. 

Starring BAFTA-nominated actress Jenna Coleman, the spot is designed to underline Boots as a destination for Christmas gifts for everyone. A range which is brought to life by the Mary Poppins-style magic bag that Coleman’s character is gifted and from which she magic’s up gifts for her friends and family.

The spot is focused on the pure joy of gifting and togetherness in the wake of a year in which the festive period feels particularly precious. At the start of the spot, Coleman’s character receives a special gift from her Nan; a bag that delivers the perfect gift at every opportunity. (Of which there are many in the festive period) 

The bag is designed to be a metaphor for Boots stores and to inspire consumers to embrace the spirit and gifting potential of Christmas. 

The campaign was directed by Academy Award-winning director Tom Hooper, with production design from Eve Stewart and a soundtrack performed by a 45-piece orchestra, composed by Rachel Portman.

Pete Markey, Chief Marketing Officer at Boots UK, explained: “This year, we wanted to celebrate the heart-warming memories that families will once again be able to make and cherish. To reach our customers wherever they may be, we have a full marketing plan to ensure they can experience that Christmas magic across every touchpoint. Whether they are scrolling for festive inspiration on Instagram, flicking through a magazine or relaxing in front of the television, we want people to feel joy at every opportunity.”

“With so many people unable to spend the holidays with their loved ones last year, we wanted to encapsulate the pure joy that people will feel this year as we reclaim lost time. Boots is a brand baked into the fabric of British culture, and it has been an exhilarating journey to bring their Christmas campaign to life with such incredible talent behind us,” added Laurent Simon, Chief Creative Officer at VMLY&R London.

The integrated campaign will include a partnership with Sky Media with shoppable commercials and QR codes which will drive viewers directly to The campaign will reach over 18 million adults and there will be an ITV hub takeover on 8th November.

With headlines surrounding rising Covid rates and potential shortages and supply chain issues there has been uncertainty surrounding the traditional Christmas advertising bonanza. But as this big budget, star studded campaign underlines the appetite and commercial advantage of embracing the unadulterated joy of giving this Christmas is clear.

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