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Boots’ First Christmas Under ‘Give It Some Boots’ Makes the Products the Joke
Boots’ Christmas film is the first under its Give It Some Boots platform, launched in September. Why the products, not pack shots, carry the humour.
Boots has built its Christmas film around the products themselves. “For Gifts They’ll Really Love” launched on 4 November, and it is the first Christmas for the retailer’s “Give it Some Boots” platform.
What happened
According to Ad Ranking’s 2026 Christmas ads tracker, the film was made by WPP and directed by Phoebe Arnstein of Biscuit Filmworks. It is a comedy about presents that turn into year-round obsessions, including an LED light therapy mask and a hair styler. The tracker notes that the platform launched in September.
Ad Ranking’s view: every product is the joke rather than a pack shot.
Why it matters
Retail advertising usually shows the product and the price. Boots turns the product into the punchline, which makes the film something people share and still sells the item. The platform line also gives the campaign a home beyond Christmas.
Launching a platform in September and following it with a Christmas film in November is the right order: the idea gets a second chance to land before the busiest weeks.
What it means for your brand
- Make the product the story. A pack shot is a reminder; a joke is a reason to remember. Our guide to packaging that stands out on the shelf and the thumbnail shows how products earn attention.
- Run a platform, not one-off campaigns. A line you can reuse is cheaper than starting again. See brand positioning examples.
- Plan the sequence. Launch, then reinforce. Our campaign planning maps both.
Cover photo by Poko Skincare on Unsplash.
