Boots unwraps its (2025) festive campaign, ‘Gift Happily Ever After’
VML's fairy tale campaign is led by a new brand hero - Puss in Boots.
Boots UK inviting customers to experience the magic of meaningful gifting.
This year’s campaign reinterprets the classic fairy tale for today’s consumer, following Puss, who, faced with the challenge of finding last-minute gifts before the Snow Queen’s ball, turns to his trusty mirror for advice.
A flash of (obvious) inspiration – Boots – sets him on a journey from snowy fairytale land to a bustling UK high street, on a quest to find the ultimate Christmas beauty gifts for his beloved friends; Rapunz, Snowy, Cinders and Prince Charming.
In the film, Puss goes on an unexpected adventure, scrambling through the snow in a fairyland, passing familiar magical faces, until a gust of wind rips off his beloved hat and he dives headfirst into the snow to retrieve it. Puss falls through the clouds and suddenly lands on the main street far from his fairyland, with the “Boots” store brightly lit up in front of him.
Filmed in the UK, the commercial, which combines real footage and computer graphics, brings the story to life, and its soundtrack, “Girls On Film,” performed by Duran Duran, sounds like “Girls On Film.” The fully integrated campaign will run across audiovisual and audio platforms across out-of-home, cinema, print, social media and online for eight weeks.
Juliana Paracencio, Executive Creative Director at VML/The Pharm said, “This campaign is our own little Christmas fairytale. A story where magic meets meaning. ‘Gift Happily Ever After’ invites people to see the season differently, with warmth, joy and a lot of fun, all told through the eyes of our fairytale feline who, once you see it, is impossible not to associate with Boots.”
“To help every gift giver, we’re delighted to be adding over 50 more gift brands to our extensive gift range this festive season, including a global debut and high street exclusive from “White Fox”, fashion favourites like “Made by Mitchell” and “Beauty of Joseon”, as well as beautiful gifts from customer favourites like “Bubble”, “LANEIGE”, “No7”, and many more, so there’s sure to be something for everyone.”
Boots has worked with The Pharm, led by VML, to create a targeted 360 campaign, powered by data-driven insights and captivating visuals. The WPP partnership team dedicated to The Boots Group also includes WPP Media, Hogarth and Ogilvy PR who have led on media, production and PR.
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