Boots Opticians launches campaign to boost customers’ confidence

A new advertising campaign encourages customers to find stylish spectacles at Boots Opticians.

The optical franchise, whose strapline, ‘Let’s Feel Good’ promotes mental and physical wellbeing for its customers, has introduced its latest advertising campaign. ‘Feel Good Frames’ depicts people of different ages and nationalities trying on glasses offered at Boots Opticians.

The advert, which can be seen on television, in-store and on social media aims to reassure customers who might be hesitant in seeking out their first pair of glasses. The men and women in the advert show that Boots Opticians stocks glasses frames for every look and personality, which range from tortoiseshell glasses to aviators, to tinted glasses for the summer.

Demonstrating that glasses frames don’t have to be dull, the advert features upbeat music and bright colours, and uses a split-screen technique to emulate the customers’ heads bursting with joy as they try on their chosen glasses.

The campaign was designed by Ogilvy UK, whose Deputy Executive Creative Director, Sam Cartmell, said: “Boots has always championed everyone’s right to feel good and nothing feels better than finding the perfect frames for you. Feel Good Frames is designed to capture that unique feeling.

“We hope it helps reframe Boots Opticians and helps tell their extraordinary story – from their amazing new in-store frame stylists to their huge range of designer and exclusive own brand frames.”

Madeline Shaw, Head of Marketing at Boots Opticians, explained: “The ad features a diverse range of our core customer groups looking fabulous and feeling amazingly confident in their frames.

“This campaign is very different from anything we’ve seen from Boots Opticians before, and we think will really bring our brand personality to life.”