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It's out of the bag...Boots' magical festive film brings Joy to the nation

04 November 2021
News Christmas
  • English actress Jenna Coleman stars as modern heroine Joy, in the ‘Bags of Joy’ film, directed by Academy Award winner Tom Hooper

Today Boots unveils its Christmas campaign for 2021, ‘Bags of Joy’, with a magical and uplifting festive film that unwraps the joy of spending time with loved ones at Christmas.

Starring BAFTA nominated actress Jenna Coleman as the character ‘Joy’ and directed by Academy Award winner Tom Hooper, the ‘Bags of Joy’ film tells the story of Joy and her magical bag which wields the power to make her Christmas truly magical and delivers the perfect gifts to her friends and family at every opportunity.

With the pandemic spoiling family plans for many last year, Boots wanted to tap into the true spirit of a family Christmas, with a campaign that celebrates togetherness and nostalgia. The magical bag of joy represents the 1000s of gifts available at Boots, including beauty, fragrance, homeware, electrical beauty and stocking fillers, with something for everyone this year.

The film starts in Joy’s bedroom as she gets ready for a festive night out. After reaching into the bag, which has been gifted by her Nan with the note ‘This is what Christmas feels like’, she realises its never-ending magical properties as it begins to produce gifts like a Fenty Skin set and a Dyson hairdryer. Astonished, she tips the bag out onto the bed and leaps delightedly into a huge pile of Boots products, more than could ever fit in one bag.

Some gifts are surprising, some touching, but they’re always wonderfully fitting to the situation - such as a camera to capture a special moment during a night out with friends, extra baubles (and bubbles!) to help decorate the family Christmas tree, a cosy hat and scarf set during a snowy spin on a Waltzer and even false eyelashes to ‘glam up’ a snowman.

Pete Markey, Chief Marketing Officer at Boots UK, said: “After the challenges of the past 18 months, we felt it was more important than ever for Boots to bring joy to the nation by telling an uplifting, positive story at Christmas. The story of Joy and her Nan embodies the spirit of a family Christmas and represents what many families will be doing this year, making heart-warming memories worth cherishing after a year apart in 2020.”

Jenna Coleman commented:“I love Christmas and I’ve always loved Christmas films. Working on ‘bags of Joy’ with Tom, and the beautiful imagination he brought, creating this magical little film felt really special. Celebrating family, togetherness and the simple joy of giving mixed with a healthy dose of festive magic and charm felt so poignant this year. I hope people enjoy watching it as much as we did making it."

View the entire ‘Bags of Joy’ Christmas film at The ‘Bags of Joy’ TV advert will air for the first time on Saturday 6th November during the Jonathan Ross Show on ITV.



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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