Boots have unveiled their 2018 Christmas advert, with Hitchin Market Place making an appearance.
The beauty retailer took over the historic square and turned it into a winter wonderland last month as part of filming.
The advert delves into the relationship between a mother and daughter with a cover version of Robbie Williams’ 1998 song She’s the One using changed lyrics to tell their story.
The market square features as the girl watches her mum performing as part of a choir, surrounded by Christmas lights and a towering tree.
Boots uploaded the advert to their YouTube channel yesterday and it will be seen on televisions across the country over the festive period.
It’s not the first time the market square will appear on TV.
Late last year, Aldi’s winter-olympic themed advert featuring ice dancing legends Torvill and Dean was filmed there, while it also appears in a number of scenes throughout BBC One drama series Doctor Foster.
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