skip to content

They're Boots Darling Boots

← Our Work


Boots Opticians is relaunching as the style destination for frames by introducing its new communications platform – ‘They’re Boots Darling.’

The integrated campaign, created by Ogilvy UK as part of WPP's Team WBA, brings to life Boots Opticians’ amazing line of new stylish glasses, rivalling high-end designers.

The campaign gate-crashes the world of luxury fashion with beautiful people, confident body language and the production levels usually expected from premium Italian design labels. The film features vintage music and follows a diverse group of stylish people all wearing glasses, in a stately home. Just as viewers start to admire the stylish frames, assuming they are designer brands it goes on to reveal they are in fact Boots Opticians own label glasses, priced from £40.

“Boots Opticians has a surprising range of gorgeous own-brand and designer glasses - and now, hopefully, a campaign to match" says Sam Cartmell, executive creative director at Ogilvy UK. "‘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.”

This fully integrated campaign from WPP agencies including Ogilvy, Mediacom and Bookmark, and partner agency True Story, will run across ATL TV, print, PR and influencer marketing, 121, in-store and social.


  • Advertising


  • London
no title
Subscribe to stay up to date with our latest thinking