Boots' Beauty Invasion Takes Over Tottenham Court Road Tube Station

Boots has quite literally made more room for beauty at Tottenham Court Road station. Building on last year's successful 'Make more room for Beauty' campaign launch from VML (The Pharm), Boots has taken over an entire Northern Line platform with their biggest ever ad: 88 metres long. That’s 10 London buses, or three (and a half!) blue whales, if you're counting.

Rather than just going big, Boots also created five completely fake brands - from theatre productions to museums, sports networks, travel companies, and takeaway apps - and filled the platform with their fake ads. Then, true to the 'make more room' proposition, Boots' beauty products spectacularly spill out of the hero ad and invade these neighbouring ‘brands', which react in entertaining ways: reaching for products, running away from them, getting pushed aside.

Last year, products spilled outside the billboard. This year, they're spilling into an entire fake advertising ecosystem.

At 88 metres, it's impossible to miss, but the layered humour gives it repeat engagement value for the 100,000+ daily commuters who will experience it on one of London's busiest lines.

​Juliana Paracencio, executive creative director at VML UK / The Pharm said, "I love how unexpected this takeover is, it is the perfect way to demonstrate the vast range of beauty brands available at Boots. With so much beauty goodness on display, we even got away with playfully interfering in other ads! It’s a simple idea that adds a little burst of joy and surprise to the everyday commute and a perfect example of how the Boots ‘Make More Room For Beauty’ platform can come to life anywhere.”