This year, Boots has ditched the log fires and tinsel and instead given us a horny protagonist who demands “sandalwood and fig massage oil” off her sheepish husband, Neil. “It’s better than another cookbook,” she reckons. They’ve given us a militant sports buff who wonders what to buy the person who gets up every Sunday at 6am to be yelled at by their PT. They’ve given us an exasperated best friend who has no idea what to choose for her 100% vegan pal, a beauty nut, who watches YouTube tutorials to nail the next makeup trends and some school lads who Tik Tok their way home from school.
It’s beginning to look a lot like Christmas. The shops are full of baubles and the Christmas ads are lining up to infiltrate our evenings with heartwarming images of families gathered around the tree and tiny children beaming in plaid pjs. All, except one. “We’ve tugged on people’s heartstrings for 9 or 10 years,” says Seb James, CEO of Boots UK. “This year, we’re doing something different. We want to do something revolutionary and actually help customers to find gifts.”
If this doesn’t sound particularly revolutionary to you, consider the Christmas ads of the last few years. They’re beautiful, emotional, but do they leave you armed with a gift list that can take the stress out of Crimbo shopping? No? Me either.