A commercial by hyper-director David LaChapelle for Boots UK, a druggist shop (selling cosmetics, among others - not every country has that type of shop. It's the equivalent of Pharmaprix or Jean Coutu here in Canada). From my understanding, the commercial strives to tell women "this christmas season, think about yourselves too" - something that most women - too often - don't have the time to do.

While the direction is visually rich, there's nothing new conceptwise: It's an idea that Taxi Montreal had already plundered with Reitmans ("Made For Real Life"), a campaign showing women adopting fashion poses while doing everyday tasks - the juxtaposition of fashion and real life.

|