22
Dec 06

THE ADVERT CALENDAR OF ADVENT: 22: Boots The Chemist

Blog 7 + FT5 comments • 1,691 views


I get it. Dave LaChappelle’s (one assumes) hideously expensive Christmas ads for Boots The Chemist are very pretty to look at. And the bestockingly lady in the bath peeling sprouts is an amusing and attractive image. And I know that the UK is one of the most sophisticated advertising markets in the world where the subtlety of media / message intertwinings are often lost on the first view.

BUT WHAT HAS IT GOT TO DO WITH BOOTS THE CHEMIST.

I know they don’t like to call themselves Boots The Chemist any more. They are more than just pill-pushers. But, like WH Smiths, their brand extensions never really hold. Gift packs from Boots always seem a bit cheap, branded hairdryers and the like. Perhaps all they can claim as perfect gifts from Boots would be smellies and make-up. (And any fule kno smellies are cheaper in Superdrug). And boys, buying your girlfriend make-up is tantamount to buying them clothes.

So if Boots want us to glam up Christmas, they better give us a good reason. And not just peeling sprouts (which you can’t buy in Boots) with a peeler (which you can’t buy in Boots) in the bath (which you can’t buy in Boots, though if you could get a sprout bubble bath the ad might be justified).

Comments

  1. 1
    Emma on 22 Dec 2006 #

    Maybe you are supposed to have common ole Superdrug bubble bath for the rest of the year but give posh Boots bubble bath for Xmas to avoid looking like a cheapskate who gives his mum Radox instead of The Sanctuary?

    Ladies also buy presents for other ladies and indeed themselves. The amount of makeup / electric hair devices in my gym changing room of an evening at this time of year would be enough to supply every panto in the land.

  2. 2
    Emma on 22 Dec 2006 #

    Also it is good to have a bit of glamour before the inevitable flogging of nicotine patches / diet aids / cold & indigestion remedies from Dec 26 :(

  3. 3
    jeff w on 22 Dec 2006 #

    I hope someone’s going to give Asda a good kicking before you’re done. Specifically, that little kid shouting “It’s Kwissmaaaaass” Slade-style.

    Though actually he’s got less annoying as Christmas actually approaches. It was him doing it every twenty minutes on telly on November 1st that really got to me.

  4. 4
    JohnneyB on 23 Dec 2006 #

    Smellies from superdrug? THat’s all very well, but these days the generic wife/girlfriend present is served by gift boxes from Lush.

    I hadn’t seen this ad on the telly but OMG HOTTNESS!

  5. 5
    lucy on 14 Mar 2007 #

    HA WAT A LOSER U NEED TO GET REAL! U ‘FULE’ EVER LOOKED UP THE TERM MARKETING?

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