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#ShowThemYouKnowThem this Christmas with Boots UK

10 November 2017
News Brand

Boots UK has been part of our lives for over 150 years and understands just how essential relationships are for our health and happiness.  That’s why the unique relationship between real-life sisters is at the heart of this year’s Boots Christmas campaign.

The Boots #ShowThemYouKnowThem campaign launches on Saturday 11 November during ITV’s X Factor with a 60 second film. The film demonstrates how a single meaningful gift can show someone you truly know them. How a gift, chosen with thought, can transport you back to special moments… great times… happy memories.

Throughout the film we witness two sisters connect, when a Boots Christmas gift, given from one to the other, taps into their special bond. So begins a nostalgic journey of some of their shared moments: big and small; heartfelt and fun but all with Boots by their side. In fact, 11 products woven into their memories have been recovered from the Boots archives and make an appearance in the film. Some of its most popular products from the 1970s to the 2010s including Seventeen Parma Violet Nail Polish and Natural Collection Banana Moisturising Cream Bath.

Helen Jeremiah, Director of Customer Strategy and Communications at Boots UK, said: “We believe Christmas is all about the thought – it’s about old memories and new ones we’re yet to make. The secrets we’ve shared and the laughs we won’t forget. We want to help people recognise, strengthen and celebrate their closest relationships through the sharing of great gifts – chosen with thought, shared with love, and received with unbridled delight. Like the sisters in our film, many of our customers have grown up with Boots and have been sharing our gifts with their family and friends throughout their lives.”

The heartfelt sentiment is expressed through the fitting music, a re-recorded version of Yazoo’s 1982 hit, Only You featuring Alison Moyet and an orchestral sound track.

The ad is the first Christmas campaign for Boots UK by creative agency, Ogilvy and directed by Benito Montorio, known for his work on Volkswagen, Barclays and award-winning work for St Johns Ambulance and BBC documentaries. Actress Kathleen McDermott and her sister Karen McGarrity play the adult sisters in the present day, while the earliest flashback stars real sisters Eve and Ella Morrison, aged 8 and 6.

The film in detail:

In the opening scene of the film, we see mum Sarah driving back to her family home for Christmas, with her teenage son in the passenger seat. We cut back to present day, where Ruth is preparing the family home for the Christmas celebrations. Sarah arrives, and after she greets the rest of the family.

Ruth hands Sarah a small gift, and though we don’t see what it is, Sarah’s smile as she opens it and tells us it’s the perfect choice by asking, “How did you know…?”

From this point, we see a series flashbacks to various shared moments throughout Sarah and Ruth’s lives – from playing hide and seek together as children, to that first teenage kiss. We see family feuds, wild parties and weddings, an emotive array of snapshots from the past which evoke intimate moments and shared secrets between the two sisters.

We cut back to present day where in response to opening her thoughtful gift, Sarah jokes, “Well… I only got you… vouchers!” The two sisters burst into laughter, throwing their arms affectionately around one another, sealing their close bond.

As part of the campaign, Boots is encouraging the nation to tell their thoughtful gifting stories with #ShowThemYouKnowThem – whether it’s the unmistakeable fragrance that brings back first date memories for your fiancé or a Jack Wills grooming kit for the brother who has returned from university sporting a new beard.

Plus, because it’s all about the thought this Christmas, Boots UK is helping you save time and money, with mix and match 3 for 2 offers across the range, and the option to order online for instore collection with the Order & Collect service.


 ~ ENDS ~

Notes to Editors:

Order at or in store today by 8pm and collect free from 12pm tomorrow at a store near you.*

To request further ad stills, thoughtful gifting advice and inspiration, or information on Christmas offers please contact the Boots press office: 0207 025 6677 or email

About Boots UK

Boots UK (, the UK’s leading pharmacy-led health and beauty retailer, is part of the Retail Pharmacy International Division of Walgreens Boots Alliance, Inc. (Nasdaq: WBA), the first global pharmacy-led, health and wellbeing enterprise. 

With 2,486* stores in the UK, its purpose is to champion everyone’s right to feel good, and Boots UK is committed to providing exceptional customer and patient care, be the first choice for pharmacy and healthcare and offer innovative 'only at Boots' exclusive products such as the UK’s leading skincare brand No7. Created over 165 years ago, the Boots brand is still at the heart of the communities it serves.

*As of 31 August 2017, excluding equity method investments

*Place an order online or in store before 8pm, for free collection in store after 12pm the next day, exclusions apply. The service is available Monday-Saturday in over 2,300 stores, excluding the Scottish Highlands/Islands, Jersey/Guernsey and Northern Ireland Stores. See the store locator on for your local store opening hours. See for details.


Creative Agency


Chief Creative Officer

Mick Mahoney

Creative team

Andy Forrest & Nicola Wood

Agency Producer

Rachel Hough (Hogarth)

Agency Production Assistant

Emma Griffin (Hogarth)

Account Team

Ben Skelsey, Managing Partner

Stuart Lundy, Business Director

Kathryn Smith, Account Director

Daniella Allard, Account Manager

Alice Duston, Account Manager

Planning Team

Heather Alderson

Media Planning & Buying

David Munt

Greg Patterson

Sam Fowler


Production company

Pulse Films

Managing director

James Sorton MD of commercials and music 


Benito Montorio

Director of Photography

Daniel Landin


Chris Harrison

Costume Designer

Edwin K Gibbon

Key actors

Karen McGarrity & Kathleen McDermott (sisters)

Ella Morrison & Eve Morrison

Mhairi Waddell & Megan Holgate

Harriet Slater & Seren Whyte


Sound Designer

Henning Knoepfel - Soundtree



Music arranged by Luis Almau  for Soundtree Music Limited

Music produced by Luis Almau and Peter Raeburn for Soundtree Music Limited

Original music written by Vince Clark

Vocals Alison Moyet

Music supervision Soundtree Music and Native Music. 



Jonnie Scarlett - The Quarry. 


Post Production

Grammercy Park Studios


Daniel De Vue - Glassworks



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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