Turkey of the Week: Boots' well-meaning summer ad is cringeworthy

The intention of this campaign is commendable, but the execution falls short.

As summer approaches, women are often bombarded with marketing messages about getting "beach body ready", as the infamous Protein World ad from 2015 put it. So I really wanted to like this Boots campaign, which shows two cheerful women defying an ad’s body-shaming tone while having the time of their lives on holiday.

Unfortunately, the brand’s effort made me cringe the whole way through, from the women’s poor acting to the cheesy cover of Diana Ross’ Im Coming Out. It made me wonder if robots, with no human understanding of how to connect with real women, made this ad. 

This goes to show that, however well-meaning a brand’s message may be, it will fall on deaf ears if the creative execution is shoddy.

That said, this meme makes the ad a bit more watchable: 

Client Helen Normoyle, marketing director
Agency Ogilvy UK

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