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“But who gives Santa a present?” is a question many wide-eyed kids have asked their parents the night before Christmas. That’s why this holiday season, U.K. retailer Boots is making sure old Saint Nick feels just as special as everyone else on his nice list.
Designed to remind viewers that there’s a gift for everyone at Boots, the brand’s Christmas campaign is centered on the concept of giving joy to others. At its heart is a sweet Christmas film, “Thank You Santa.”
The spot tells the story of a little girl and her mom making an epic journey armed with a sack of gifts for Father Christmas. As they make their way from their local high street to the snow-capped landscapes of the North Pole, kind strangers help them traverse land, sea and air.
In return for their generosity, the mother-daughter duo dish out gifts from their bag along their journey. The train conductor receives a mascara, the pilot with glossy red locks gets a Dyson Air Wrap styler, and the boat’s captain is handed a bottle of perfume.
By the time they reach Santa in his workshop, they have just the one gift left: a pair of Boots travel flight compression socks, ideal for the long journey ahead of him.
The ad was directed by award-winning director Sam Brown and set to “I’m Gonna Get There Somehow” by Val Doonican.
A mix of branded gifts and Boots’ own range of items are featured in the ad, which was developed by The Pharm, Boots’ dedicated WPP agency.
The campaign comes amid a shift from the Walgreens-owned retailer to better balance profit with purpose throughout the business, using its marketing to showcase how it can show up for customers and offer value at every stage in life, whether they’re buying lipgloss or a pair of glasses.
Pete Markey, chief marketing officer at Boots, told Adweek: “We know it’s not been an easy year for many people, so affordable and thoughtful gifting is key.”