Boots has launched a new television advertising campaign as part of a wider strategy to better emphasise its healthcare offer.

The retailer’s latest campaign, which aired for the first time on ITV last Saturday during Britain’s Got Talent, is aimed at driving its healthcare and wellbeing offer.

The ad comprises five scenarios involving Boots employees helping customers in the community, from teenagers struggling with acne-prone skin to children with poor eyesight.

Director of customer strategy Helen Jeremiah said the retailer’s new ad campaign “puts the health and beauty needs of our customers and our communities right at the centre of what we do and demonstrates how our colleagues deliver the unique Boots UK specialisms that keep the nation healthy and happy”.

Each of the five scenarios depicted in Boots’ latest advert will have their own respective standalone adverts.

“These are all areas where we know our specialist expertise can help and, through our new brand direction, we are showing the positive impact we can have on our customers and our communities, ensuring that the whole nation can feel good every day,” said Jeremiah.

The retailer, which reported a 1.8% rise in its second-quarter like-for-likes last month, has launched a series of initiatives in conjunction with its new ad campaign, including a complementary storybook called Zookeeper Zoe designed to test children’s eyesight and a series of online advice sessions for teenagers with problem skin.

Boots’ new advertising direction comes after the retailer came under criticism for practices in its pharmacy division last month.