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17 May 2019

We're coming out.

by Andrew MacGregor


Boots: “To The Beach” - 60s

Boots still haven't forgotten Protein World's controversial 2015 campaign that asked punters if they were "beach-body ready", and they're determined to show attitudes have changed (or are changing, at least) with their annual summer effort.

The ad depicts two women who are unimpressed by an airport ad starring a bikini-clad model. Rather than wheel their suitcases back home, the duo decide to jet off and celebrate their respective body shapes instead… and, er, sing a loose cover of Diana Ross's ‘I'm Coming Out' into the bargain.

Needless to say, this updated version won't be everyone's bottle of sun cream. The ad's vibe is appropriately carefree and sunny, however, and there is a naff pleasure to a rallying call like "throw off the big sarong".


Creative Agency: Ogilvy UK Ⓟ Ⓦ
Creative: Mark Harrison / Liam Butler

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