Leading health and beauty retailer Boots tapped “Bridgerton” star Adjoa Andoh to star in “The Christmas Makeover,” the brand’s new campaign for the holiday season.
Helmed by VML/The Pharm and directed by Dave Meyers via Radical, a hero film sees Andoh play the role of Mrs. Claus as she takes over duties in Santa’s workshop, helping the elves prepare gifts while St. Nick lies fast asleep.
The campaign was initially teased on the brand’s Instagram page with a short clip highlighting a neon sign that says, “Boots x Mrs. Claus Werkshop.”
The effort coincides with Boots’ current expansion. A subsidiary of Walgreens Boots Alliance, the chain added 55 beauty brands to its roster within the last year alone, including Supergoop! and Prada.
According to the brand, Boots’ new customer sales grew by almost 7% after launching its biggest campaign to date in September.
In a statement, Boots CMO Pete Markey shared the campaign’s aim of positioning Boots as a purveyor of the latest cosmetics, in response to the new wave of beauty brands picking up steam on TikTok.
Additionally, this holiday season marks the brand’s first attempt at advertising to men, with targeted ads on creator content, podcasts, social media, and YouTube.
Boots will also be teaming up with Activision to place a festive Boots-branded game within Candy Crush, Bubble Witch Saga, and Farm Hero Saga.
The campaign will run across cinema, online, print, radio, and TV, as well as on social media including Pinterest, Reddit, Snapchat, and YouTube.
Boots gets into the holiday spirit with a “Make Magic” theme, retelling a classic tale in a way that’s relevant to the cosmetics giant.
To launch an effective Christmas campaign, businesses need to consider the art of brand storytelling to create novel ideas that will appeal to their target audience.
Mrs. Claus Takes Over
A fabulous minute-long spot opens with Mrs. Claus walking into her snazzy-looking workshop at the North Pole.
Finding Santa Claus fast asleep, she reapplies her lipstick and gets straight to work.
Glamorous elves help her get into working condition by giving her a few spritzes of setting spray and a long list of plans.
The elves bustle along, testing makeup and perfumes while getting a massive load of cosmetics ready for wrapping.
Suddenly, an elf screams, exclaiming that they’ve run out of bows at the production line. Mrs. Claus then magically conjures a blue ribbon that ties itself into a perfect bow.
As the clock strikes 12, Santa finally wakes up to deliver a sleigh full of presents ready for the holidays.
The spot ends as Mrs. Claus triumphantly looks into the camera, asking the audience “Did you think it was all him?”
Earlier this week, British supermarket chain Asda also launched a holiday campaign featuring a bunch of gnomes hard at work to spread Christmas cheer.
