Like the specs? They’re Boots, Darling

Boots – They’re Boots Darling

Credits

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Agency Ogilvy & Mather/London
Production Company Academy
Director Vince Squibb

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Credits

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Agency Ogilvy & Mather/London
Production Company Academy
Director Vince Squibb
Editing The Assembly Rooms
Grade The Mill/London
Online Post Gramercy Park Studios
Assistant Director Jez Oakley
DP Daniel Voldheim

Editor Sam Rice-Edwards
Colourist Seamus O'Kane
Colour Producer Charlie Morris
Online Post Annika Gustavsson
Sound Designer Toby Griffin
Executive Creative Director Jules Chalkley
Executive Creative Director Sam Cartmell
Creative David Anderson

Creative Ian Brassett
Producer Sally Miller

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If there's one advertising trope that can be endlessly mined for parody, it's the good ol' fashion film.

With their penchant for outlandish visuals and who-needs-continuity approach to storytelling, the poor sub-genre is often the focus of video-mockery. However,when it's as cheekily funny and well-realised as this fun new campaign from boots, you can't really complain.

Gate-crashing the world of luxury fashion with beautiful people, confident body language and the production levels usually expected from premium Italian design labels, Ogilvy's They’re Boots Darling maintains the veneer of pretension with a few sly twists to up the absurdity, all perfectly captured by Academy's Vince Squibb.

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Madeline Shaw, Head of Marketing, Boots Opticians said: “We wanted to show the world that we’re not only experts in eyecare but experts when it comes to style too. This is a charming and uplifting campaign that I hope will make people smile and feel surprised that Boots Opticians has a whole range of stylish glasses at affordable prices that you perhaps wouldn’t expect.”

“Boots Opticians has a surprising range of gorgeous own-brand and designer glasses," adds Sam Cartmell, Executive Creative Director at Ogilvy UK, "and now, hopefully, a campaign to match. They’re Boots Darling is a fun idea that captures how good people feel when they find the perfect frames and introduces some playful language that everyone can use when we proudly show them off.”