You are here: Home Newsroom News It's out of the bag...Boots' magical festive film brings Joy to the nation

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.



What’s new at Boots? Find out the latest updates from the UK’s largest pharmacy-led health and beauty chain – from new products and services to important business developments.



Read the views of our team members at Boots, who are experts in their field. Find out what they think about the most important issues of the day – from healthcare equality to sustainability.



Take a closer look at our team members and the work they do, learn more about our corporate social responsibility initiatives and see how we work behind the scenes.


Boots UK is the largest pharmacy-led health and beauty chain in the UK and its purpose is to champion everyone’s right to feel good. With over 2,200 stores and a team of around 51,000 colleagues, of which approximately 5,600 are registered pharmacists, the Boots brand has been at the heart of local communities across the UK since 1849. Boots UK is committed to providing exceptional customer and patient care and being the first choice for pharmacy, beauty, healthcare and wellness, alongside offering its innovative portfolio of product brands, including No7, the UK’s No1 skincare brand, Soap & Glory, Liz Earle, Sleek MakeUP and YourGoodSkin.

Boots UK is part of Walgreens Boots Alliance (Nasdaq: WBA) – a global leader in retail pharmacy, impacting millions of lives every day through dispensing medicines, and providing accessible, high-quality care. More company information is available at