Boots Moment of Truth

The Boots “Get Beach Gorgeous” plan, designed to prepare women for a summer of sunbathing, is promoted in ‘Moment of Truth’, a TV advert in which all eyes on the beach go to the woman removing her blouse to reveal her sun tan or lack of it.

Woman takes blouse off in Boots Moment of Truth

The crowd on the beach is buzzing as a woman makes her way to the spot. Skin is bared, magazines are read. But the noise dies down to nothing as the woman prepares to take off her top. The most dreaded moment of the year. Exactly why Boots have created the ultimate seven step “Get Beach Gorgeous” plan.

Click on the image below to play the video in YouTube


The Moment of Truth campaign was developed by the creative team at Mother, London.

Filming was directed by Australian director Garth Davis, via Anonymous Content/Independent, London, with producer Karen Sproul, executive producer Chris Barrett and director of photography Greig Fraser.

Editor was Jack Hutchings at The Whitehouse, London. Post production was done at The Mill, London. Music was composed and arranged at MPM, London.

Baby and adults watch in Boots Moment of Truth

Most of this team were involved in the Boots Summer Rush TV advert from this time last year.

  • Tim

    I was in this TV ad! I’m one of the people at the beach…

  • Clive Smylie

    Where was it filmed?

  • Guy Thompson

    It was shot on Narrow Neck beach in Surfer’s Paradise. 3 Day shoot, with a maximum of 220 Extras on the 2nd day. We moved everyone around to build up the crowd layers in post. Sand got into every piece of equipment. A couple of people got a little bit of heat stroke, but mostly things went very well with the big crowd. Garth and Greig were great to work with, very professional and calm throughout. Guy Thompson was the VFX Supervisor on this TVC.