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12 November 2018

Songs of Praise

by Alice May

Boots: “Gifts That Get Them” - 90s

This year's Christmas offering from Boots focuses solely on one family - a household comprising just a mum and her daughter.

It's evident there is love for each other, but nonetheless we witness the usual scenes of tension between the generations - mum putting her foot down; daughter embarrassed at mum's sniffling through a weepy movie... however, all that changes when the teen gets an opportunity to see her mother as a person in her own right.

As petulance turns to pride at the unexpected sight of this same mum singing in a choir, we see the penny drop. In that instant the girl grows up by some quantum measure, and her gift to her mum on Christmas morning demonstrates a new clarity of vision: her gift truly has been chosen with her mum in mind.

The soundtrack, based on Robbie Williams's 'She's The One'; has been altered to 'She's Me Mum'. Sung in a very ordinary voice with a northern twang, it manages to steer away from mawkishness and the fey folkery that's still dogging TVCs and instead sounds warm and authentic.

Showing all the recognisable tropes is actually a really shrewd move. For while there's a general message which resonates with everyone - get your loved ones gifts that prove you 'get' them - it also taps specifically into a market that has historically been neglected.

It's not often we see ads which prompt offspring to think beyond the generic chocs and flowers - if they're persuaded to buy family members gifts at all - so to prompt them in a way that suggests they've reached a new level of maturity is smart indeed.

Creative Agency: Ogilvy UK Ⓟ Ⓦ
ECD: Jules Chalkley
Deputy ECD: Sam Cartmell
Creative: Liam Butler / Mark Harrison
Managing Partner: Victoria Day
Account Manager: Amy Love
Strategy: Emma Banks
TV Producer: Rachel Hough
Film Production: Moxie Pictures Ⓟ Ⓦ
Director: Frank Todaro Ⓟ Ⓦ
Producer: Jess Ensor
Cinematographer: Ross McLennan
Stylist: Jonni Fitzgerald
Editor: Joe McNally / Tim Hardy @ Stitch Ⓟ Ⓦ / Gramercy Park Studios Ⓟ Ⓦ
Post Production: Claire Lifford @ Gramercy Park Studios Ⓟ Ⓦ
VFX: Gramercy Park Studios Ⓟ Ⓦ
VFX Shoot S'visor: Mark Beardall
Colourist: Seamus O'Kane @ The Mill Ⓟ Ⓦ
Flame: Esther Berglund / Stephen Miller
Sound Designer: Henning Knoepfel @ Soundtree Music Ⓟ Ⓦ
Music Producer: Luis Almau (Arranger) / Jay James
Composer: Karl Wallinger @ Soundtree Music Ⓟ Ⓦ

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