Creative in association withGear Seven

Boots Pays Tribute to the Women Who Work on Christmas Day

Advertising Agency
London, UK
The campaign from Mother celebrates the 500,000 women who work on December 25th

The campaign, created in partnership with Mother, launches on Wednesday 9 November and features 45 real women from a whole range of jobs, including: paramedics, farmers, nurses, midwives, carers, police women and volunteers.  The women were invited to take part in a day of pampering, with each treated to a full makeover experience by an expert team of Boots beauty advisors. The day culminated in a spectacular ‘reveal’ to delighted friends and family.

Helen Jeremiah, Director of Customer Strategy and Communications at Boots UK, said: “We know women love receiving beauty gifts at Christmas… They are thoughtful gifts that show you’ve noticed her favourite perfume or how much she cherishes that posh body lotion that's running low. They are gifts that make her feel truly special. We wanted to give that gift to some inspiring women who spend their time – even on Christmas day – helping others. For all that they do for their communities we wanted to give them an early Christmas gift.”

Simone Williams, 38, specialises in end of life care as a palliative care nurse and last Christmas she was working the night shift helping many patients celebrate their final Christmas. Simone commented: “To be given this experience, in recognition for the work that I actually feel privileged to do, was incredible. The experience has given me such a confidence boost - I felt like a princess all day.”

Lucy Masoud, 38, is a firefighter in London and both her and her partner work shifts, meaning Christmases together are practically non-existent. Lucy said: “For me, Christmas means helping people and going that little bit further to try and make someone’s Christmas better.

“For the last nine years, I have worked over Christmas and this year I am working a night shift, so I have decided to volunteer at a soup kitchen for the homeless during the day on December 25th. Being spoiled and pampered by Boots was so completely different to my daily life. It was absolutely mind blowing, I loved every second.”

Paramedic, Lois Flood, 32, is working Christmas Eve, Christmas Day and Boxing Day – her first Christmas shift as a working mum, having had a baby last year.  Lois said: “It’s the busiest time of the whole year for the profession – and thoughts of sparkly dresses and lovely make-up certainly don’t enter into it. Having a day to be frivolous and fabulous was the best gift ever!”

Hermeti Balarin, ECD at Mother comments: “Over half a million women work on Christmas day. They’re firefighters, midwifes, aid workers. These incredible women keep the country going while most of us have a great time and celebrate the holidays. We gave them an early Christmas present with a makeover by a team of Boots beauty specialists, to get them in the Christmas spirit and feeling good”. 

The feel good film is brought to life further by Kylie Minogue’s exclusive recording of the track, Everybody’s Free to Feel Good - Boots UK’s anthem.

The 60 second advert airs for the first time on Wednesday 9th November at 7.30pm during Coronation Street. Lois, Lucy and Simone also feature in a national print campaign.

Agency / Creative
Work from Mother
Believe in Chicken