St Luke’s has created a brave pounds 3 million TV campaign for Boots No
7 cosmetics that declines to show any make-up, women or packshots.
There are no solid images at all in any of the six different films.
Instead, each commercial attempts to show how various moods go hand-in-
hand with different colours.
‘Red’, for example, has a ritzy, devil-may-care feel. The screen is
filled with moving, vivid red images against a background of samba
music. We hear snatches of a woman’s thoughts as she applies make-up and
snippets of the sounds that make up her ‘red’, or fun, day. These
include her deciding to wear a skimpy red dress, wondering whether to
wear a wig, the tinkle of smashing glass and traffic noise.
The images in ‘black’ have much harder lines and the thoughts we hear
from a woman applying black make-up are very different. ‘I want to be
spiky tonight,’ she says to herself.
‘Gold’ portrays a dreamier series of rustic images with an ambient
soundtrack and relaxing thoughts; ‘blue’ features the thoughts of a
woman in cool, business-like mode; and ‘pink’ shows her fluffy, feminine
In ‘orange’, the images are strong and decisive as the woman decides to
walk out on her man. The soundtrack stops with the noise of a door
Each commercial ends with an on-screen line that reads: ‘Be
extraordinary, not ordinary.’
David Pemsel, account director for No 7 at St Luke’s, explained: ‘The
idea is that every woman can become totally involved with her
personality and her mood without the ‘one step removed’ effect of the
beautiful role model presented by every other advertiser in this
Naresh Ramchandani and David Buonaguidi, the joint creative directors at
the agency, devised the campaign. The work was produced by Sarah Cox and
John Parry at Picasso Pictures and Dylan Kendle at the Pink Film
BMP DDB planned and bought media for the campaign, which breaks on 30