Magazine article Marketing

Adwatch: Boots - 'Tis the Season to Be Gorgeous'

Magazine article Marketing

Adwatch: Boots - 'Tis the Season to Be Gorgeous'

Article excerpt

'Well, well, well. What have we got here, guv?'

'Looks like a list of hard-nosed retail ads, son. Better go and make us a cup of tea while I see if there's anything else of interest.'

While the spirit of Christmas might seem as though it has disappeared up the chimney, leaving us nursing unwelcome financial hangovers, it's not all doom and gloom, because there is a gorgeous treat here in the Boots campaign.

At first glance, it might seem pretty standard fare. Two-for-three offer - check. Range of product shots - check. Feel-good soundtrack - check. But look beyond the mandatories, and what you have is a masterclass in selling without shouting.

Make no mistake, this is a slippery brief. It could so easily have ended up trying too hard or - even worse for a retailer - gone completely unnoticed amongst the competitive bluster that tempts brands to yell just to make themselves heard. …

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