NEWS: St Luke’s shows moody No 7 work

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.

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

side.



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

slamming.



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

sector.’



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

Company.



BMP DDB planned and bought media for the campaign, which breaks on 30

October.