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Mother produces ageless winner for Boots No7

Another goody from Mother, at its best recently with campaigns for Moneysupermarket.com and IKEA.

This time it’s for Boots No7 Lift and Luminate Triple Action Serum, which sounds like something Dorian Gray could have used to advantage.

The campaign, ‘Ready,’ features 52 year-old ballet dancer Alessandra Ferri who was the youngest principal dancer at the Royal Ballet, aged just 19. She appears in the ad with a hologram of her younger self. It’s directed by Tom Harper who helmed the BBC’s recent War and Peace.

Walgreens Boots global category director Kristof Neirynck says: “Over the last few years, No7 advertising has dramatised the feeling women get when beauty really works. As the brand evolves from a British beauty icon to a global destination brand, we wanted to take that thought further – to demonstrate what women then go on to do when they feel fantastic. Ready is a recognition of the positive impact women make in their world when they are in control of their own beauty: Alessandra epitomises this for us – her talent and her attitude defy age.”

Alessandra is indeed a limber 52 year-old. She says: “I used to compare myself to my younger self, but now I don’t. I don’t compete. I live in the present. I’m proud of what I’ve done and who I was when I was younger, but I’m also proud of what I’m doing now and who I am now. I want my skin to have the same energy that I do, and No7 understands and celebrates that – they understand that I want to look and feel the best I can for who I am now. I find it so exciting that No7 is delivering this message and I’m honoured to be part of it.”

There you are then, the secret of eternal youth. Do they sell it to blokes?

Unusual to see originality and intelligence in this sector.

MAA creative scale: 8.

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About Stephen Foster

Stephen is a former editor of Marketing Week and London Evening Standard advertising columnist. He wrote City Republic for Brand Republic and is a partner in communications consultancy The Editorial Partnership.
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