U.K. Pharmacy Boots Celebrates Family in Its Quietly Lovely Christmas Ad

Heartwarming moments on Boxing Day

John Lewis may have won Christmas with its penguin ad, but Mother London's holiday spot for British pharmacy chain Boots is an impressive stocking stuffer in its own right.

Director Noam Murro's low-key, naturalistic approach really scores as we follow some folks who wake up very early on the day after Christmas and make preparations for a special celebration of their own. The muted documentary style lets the tale shine without reams of tinsel or the glare of too many holiday lights.

"This Christmas, we want to inspire our customers to celebrate the special people in their lives," says Andy Ferguson, director of marketing at Boots, "not just by giving the perfect gift from Boots, but by sharing the reasons they matter for the whole nation to see."

Boots invites viewers to share stories of those they love using the #SpecialBecause hashtag, and there are campaign elements prepped for digital, direct and outdoor media. The centerpiece 60-second spot, produced by Biscuit Filmworks, is already running online, and breaks Sunday on ITV's telecast of Downton Abbey.

Sure, there's some sentimentality—this is a British holiday ad, after all. Still, it's mainly a realistic people story that expands on themes from Boots' 2013 Christmas outing. In a way, this new spot recalls A Charlie Brown Christmas—without the religious message—by transcending commercialism to reveal the deeper meaning of the season.

CREDITS

Client: Boots

Agency: Mother, London

Producer: Emily Marr

Creative Director: Chaka Sobhani

Creative: Richard Tahmasebi & Pilar Santos

Sound Design: Anthony Moore

Audio Postproduction: Factory Studios

Editor: Neil Smith

Editint Company: Work Post

Postproduction House: MPC

Production Manager: Kate Taylor

Production Company: Biscuit Filmworks

Producer: Charlotte Woodhead

Managing Director: Shawn Lacy

Executive Producer: Orlando Wood

Director: Noam Murro