Boots No7 ad stars 50-year-old stuntwoman smashing through glass

A 50-year-old Hollywood stuntwoman is the new protagonist in Boots No7's "Ready" campaign, which aims to overturn conventional ideas of beauty.

The brand has released an ad starring Amanda Foster, who has served as a stunt double for celebrities including Beyoncé, Halle Berry and Whoopi Goldberg. Created by Mother London, the spot shows Foster smashing through a window, falling through the sky and landing in the centre of an airbag. 

The voiceover concludes: "I’ve never been the right age to jump out of a building."

No7 also recruited another woman with an empowering story for the campaign: it is directed by Susanne Bier, the first female director to win an Oscar, Emmy and Golden Globe. Bier recently directed BBC series The Night Manager. Smuggler is the production company.

Kristof Neirynck, vice-president, skincare, global brands at Walgreens Boots Alliance, said: "At No7, we believe that beauty isn’t about showing off, it’s about showing up.  

"Amanda is the perfect choice for this ad – she’s a woman doing something extraordinary, whilst defying the conventions of age and showing the impact women can make when they feel at their best."

The ad debuts today along with No7’s new Restore & Renew face and neck serum. It will run on TV and online. 

OMD is the media agency.

No7 launched its "Ready" campaign with 52-year-old ballerina Alessandra Ferri, who dances with a hologram of her younger self. 

The last ad in the series featured author and feminist speaker Chimamanda Ngozi Adichie, who talks about why women can still be taken seriously while caring about make-up.   

Subscribe to Campaign from just £57 per quarter

Includes the weekly magazine and quarterly Campaign IQ, plus unrestricted online access.

SUBSCRIBE

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now
Case study: How 'This girl can' got 1.6 million women exercising
Shares0
Share

1 Case study: How 'This girl can' got 1.6 million women exercising

"This girl can" was based on a powerful insight: that the fear of judgement by others is the primary barrier holding women back from participating in sport.

Just published

More