Whether it's rain on a beach day, or leaving the picnic sandwiches behind in the fridge, Summer doesn’t always go to plan. Highlighting the resilience of the nation and celebrating finding fun in the unpredictability, Boots’ summer campaign embraces this chaos. Successfully positioning the retailer as a go-to to help prepare for any summer adventure. 

The campaign, created by The Pharm, the WPP partnership team dedicated to Boots, centers around a hero film which follows the journey of an enthusiastic family set to tackle an outdoor challenge and climb a mountain. However, when they arrive at the destination the mountain is much larger than they first envisioned. 

Not letting that foil their plans the father asks his daughter for his ‘Boots bag’. Only to be handed a bag from Boots. While the bag might not contain Dad’s climbing boots, it does have inside it all the things needed for the perfect summer day by the lake. While the family may not be able to hike up the mountain, they are able to sit together and enjoy a day in the sun with a lovely view. Boots saves the day.

Embracing its 175 year heritage, the campaign underlines that Boots has always been on hand to help provide families with what they need. Whether that’s taking on a mountain climb or simply sitting beside it. 

“We know life has its unscripted moments that we can’t always prepare for, but this summer we are encouraging people to embrace the unpredictability of summer and savour those authentic moments which make a British summer so memorable. Whilst we can’t predict what adventures might unfold, we can help you prepare for any situation summer might throw at you with our extensive range of summer essentials, healthcare and beauty products,” explains Pete Markey, Chief Marketing Officer at Boots.

The campaign will run for ten weeks across the summer and will include podcast, cinema, digital OOH, print, social, and digital audio activity. It is also set to capitalise on a summer of music, utilising new disruptive media formats including Vevo music with a Taylor Swift sponsorship package to leverage the success of the Eras Tour and a ‘Summer of Music’ YouTube sponsorship. The campaign will appear within a series of summer related playlists, including festival artist line-up playlists, summer music playlists, top 100 artists chart, and trending music playlists and is available through Snapchat AR lens. 

Embracing unpredictability and positioning Boots as a go-to for any occasion, the campaign leverages the brand’s heritage while highlighting the excitement of summer.