Channel 4 has partnered with Boots on a new entertainment series, Summer Unboxed with Maisie and Joel. This five-part series starring comedians Joel Dommett and Maisie Adam promises laughter and unexpected twists, as the pair embark on a summer adventure together.
Produced by Electric Robin, part of Banijay UK, the series sees Joel and Maisie take on the unpredictability of a British summer. Mystery boxes brimming with quirky postcard challenges, typical summer items, and a selection of essentials curated by Boots help the duo with the competitive tasks set in every episode.
Maisie and Joel’s adventure will see them throw themselves into some of the very best of summer, from the lively crowds of a festival to a classic seaside day out, and even a wellness retreat in the countryside. Every destination brings new light-hearted challenges, from capturing the ultimate beachfront photo to a tandem country bike trail, and Boots help the duo stay ready no matter the location or weather with a selection of health and beauty products.
Summer Unboxed with Maisie and Joel (5 x 15’) will premiere on Channel 4’s YouTube from 19 June with the boxset available to stream on Channel 4 later this summer. Highlights will also be available on Channel 4’s TikTok, Instagram, Facebook, and a TVC.
Hanz MacDonald, Digital Commissioning Executive at Channel 4, said: “Joel and Maisie are the perfect pair for this fun, escapist series with Boots. We’re excited to have them join us for an action-packed journey across Britain, come rain or shine.
“This brilliant collaboration reflects the breadth of work we're creating with some of Britain's most distinctive brands. Bringing together exceptional talent and powerful storytelling, we can't wait for viewers to see this one.”
Sam Hicks, Head of Advertiser Strategy at Channel 4, adds: “Summer Unboxed with Maisie and Joel is a charming series that beautifully captures the unpredictability of a British summer. Building on our successful partnership with Boots, it’s been a pleasure to create something that feels fresh, distinctive and rooted in great storytelling. The series celebrates the moments that make British summers so special, brought to life by a brilliant cast and packed with experiences audiences will instantly recognise.”
Charlotte Lock, Customer and Marketing Director at Boots, said: “We’re delighted to partner with Channel 4 on Summer Unboxed with Maisie and Joel, a brilliantly entertaining series that brings our ‘beauty of British Summer’ campaign to life in a fresh and engaging way. It’s an exciting moment for the brand and a great opportunity to connect with audiences through distinctive, entertaining content. With Joel and Maisie at the heart of the adventure, it’s a great opportunity to show how Boots, the UK’s leading health and beauty retailer, can help people make the most of summer – whatever it has in store.”
Ross Brandon, Co-Founder at Electric Robin, commented: “The best summer memories rarely come from things going exactly to plan – they come from saying yes and seeing where the day takes you. Joel and Maisie throw themselves into that wholeheartedly, bringing warmth, spontaneity and plenty of laughs to the series. Working closely with Channel 4 and Boots, it’s been a real pleasure to produce something that captures that carefree summer feeling.”
