Mums, tissue alert.
Everyone else, watch mum cry.
Ogilvy UK’s Christmas ad is about the most fragile, enduring, warm, acidic, harmonious, acrimonious relationship possible – the relationship between a mother and her daughter.
The spot, called Get them something that says… you get them, is designed to encourage people to buy gifts that celebrate people’s uniqueness. It’s a very relatable little story in which both the mother-daughter relationship and no.7 lipstick star. Amping up its tear-inducing powers is a song called She’s Me Mum, a take on Robbie Williams’ 1998 hit, She’s the One.
This is Ogilvy’s second Christmas ad for Boots. It won the account from Mother London in February 2017. Relationship has been at the centre of both. Last year’s ad was about the sister-sister bond.
The 2018 ad was directed by Frank Todaro through Moxie Pictures and is being supported in print (including the Boots Health & Beauty magazine), with PR, loyalty, in-store and social.
Helen Normoyle, marketing director for Boots UK and Ireland, commented, “Christmas and the festive period is a perfect time to bring together friends and family, and we wanted to really celebrate this special connection by focusing in on the spirit of beauty gifts showing you really understand your loved ones.
“The story charting the relationship between the mum and daughter was a perfect example of how even when we’re close to the ones we love, we can often take their unique traits for granted. Working with our own Boots colleagues in the choir and having a fresh take on a well-known song provided a fun and touching way to bring our proposition to life.”