JWT ad launches Boots No 7 mascara

Boots has unveiled a campaign through J. Walter Thompson for its leading cosmetic brand, No 7.

The television, press and six-sheet poster activity, which breaks this week, develops the "Seven ways to ..." theme first seen in May.

"Seven ways to rob a bank" launches No 7's new Lash Extensions Mascara aimed at the brand's key audience of women aged 25 to 40.

The action centres on a young woman who is attempting to break through a bank's security system.

After applying the mascara, she walks calmly through the lobby, past a security barrier and up to an eye scanner, where an entranced security guard fails to notice she has triggered the alarm.

A voiceover states: "Be bold, mingle, smile, focus, make eye contact, maintain eye contact and No 7 Lash Extensions Mascara."

The TV ad was written and art directed by Alistair Wood. Daniel Barber of Rose Hackney Barber was the director. The press campaign was created by Andrew Singleton and Jono Wardle.

Media buying and planning is through MindShare.

Jo Simmonite, No 7's global brand manager, said: "The multimedia above the line and the in-store support will create an appropriate amount of noise given the anticipated success of Lash Extensions Mascara."