What really struck me was how easy it would have been for the client to reject the idea.
You can hear the arguments now: 'Sunbathing and going on holiday are positive experiences. They are "up" moments, when people can escape the drudgery of every day life. People are certain to be turned off by this depressing imagery. Why see the nightmare when we could be selling the dream?' for example.
In fact, I think Boots benefits enormously from their bravery. The ad gives the brand some much needed modernity, as it hijacks the clean-cut, fantasy world most cosmetic advertisers live in.
It also treats its target audience with intelligence and respect. They are undoubtedly already aware of this issue, so to get them to sit up and pay attention, you have to present it in a surprising and arresting way.
If I had one quibble, it would be that I would like to know what five-star UVA protection is, but one can't have everything in life.
And so to the most important question, which is will I now be buying some Soltan for my impending trip abroad?
Absolutely. I look bad enough in shorts as it is, without making things any worse. Ciao.
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