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A Perfectly Imperfect Summer: Boots launches new summer campaign

05 June 2023
News Brand
  • Boots celebrates the arrival of British summer with the latest integrated campaign.
  • The biggest summer campaign yet, it will run for ten weeks covering TV, radio, cinema, digital OOH, print, social, digital, instore and online.
  • New campaign launches with a 30 second spot during Love Island on Monday 5 June.

Today, Boots celebrates the arrival of the British summer with the launch of its biggest ever summer campaign, called ‘Perfectly Imperfect.’ 

The brand campaign recognises our ability to find the joy in every British summer scenario and highlights the strength and resilience of the nation; prepared for any weather, obstacle, or delay. Whether you’re jetting off overseas, embracing the staycation, or looking for an everyday adventure with the family, Boots has you covered. 

The film tells the story of a perfect British summer's day at a lido, from the perspective of a wasp. As the camera ducks and dives to mimic the wasp’s movement, we are introduced to a variety of scenarios where families and friends are enjoying their day out – with a few mishaps along the way. From the dad saving the day with his Boots first aid kit, to the girl fending off her hay fever-induced sneezes with her trusty Boots Nasal Spray Powder, we see how, no matter what scenario you find yourself in, Boots is with you, for life.

Pete Markey, Chief Marketing Officer at Boots, comments: “At Boots, we want to celebrate the perfectly imperfect moments and this summer we are encouraging people to embrace the simpler, smaller pleasures and those authentic moments which make British summer. With our extensive range of summer essentials, healthcare and beauty products, Boots is with you through any situation that this summer might throw at you.”

The campaign incorporates new media innovation, with a range of new disruptive media formats in partnership with key media owners including actionable smart speaker audio advertising with SayItNow. Alongside this, there is also a new data-led linear TV and addressable activation with Sky, which matches Boots customers with Sky’s Viewing Panel.

The 30-second TV advert has been developed in partnership with Boots’ advertising agency at The Pharm – the WPP partnership team dedicated to WBA – and will go live with a nationwide TV campaign on 5th June during Love Island. Running for ten weeks, the campaign is also supported with TV, radio, cinema, digital OOH, print, social, digital, in-store and online 

Sarah Bamford, Creative Partner, The Pharm, comments: “It was important to land the insight of an unpredictable British summer in a believable way. We enlisted multi award winning director, Scott Lyon, who is known for balancing technically-innovative films with nuanced performance. Navigating the unpredictable weather, we shot and cast in the UK to make sure we captured the classic British wit and charm.”


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Boots is the UK’s leading health and beauty retailer with over 52,000 team members and around 1,900 stores, ranging from local community pharmacies to large destination health and beauty stores.*

Boots serves its customers and patients for life as the leading provider of healthcare on the high street and the UK’s number one beauty destination. It offers an unrivalled depth and breadth of products, which incorporates its extensive own brand range and innovative portfolio of brands, including No7, the UK’s No1 skincare brand, Soap & Glory, Liz Earle Beauty and Sleek MakeUP.

2024 marks Boots’ 175th anniversary year. Founder John Boot opened a herbalist store in Nottingham in 1849 to offer an affordable alternative to traditional medicines. His son Jesse expanded the business to become a modern retailer and the biggest chemist in Britain. Throughout its history, Boots has listened, learned and innovated, and it continues to challenge itself to improve its products and services every day.

Boots is part of Walgreens Boots Alliance, which is a global leader in pharmacy-led, health and wellbeing retail.  More company information is available on

*Figures accurate as of 31 May 2024