Boots’ teenage cosmetics brand, 17, relaunches next month with a
tongue-in-cheek print campaign that uses items of make-up as symbols of
Created by St Luke’s, the pounds 1.5 million campaign marks 17’s first
foray into posters and will be supported by press ads running in teen
magazines from the beginning of the month. It marks a repackaging of the
range and its point-of-sale material, which has been redesigned by the
Each execution pokes fun at the importance of make-up in young girls’
lives while promoting an item from the 17 range.
In one ad, men prostrate themselves before a large bright red lipstick
under the headline: ’The new age dawned, and lo, the men did suss they
were in big trouble.’
In another execution, a wild-haired girl dressed in a cat costume and
pink fluffy boots sits on a giant bottle of nail polish alongside the
line: ’She wasn’t like the other girls. Her nail polish was
In the ad for ’plumping’ lipgloss, a girl is using the product to inject
air into men, some of whom are shown floating or burst open. ’Do not
exceed the recommended dose,’ the headline warns.
In the bottom right-hand corner of all the executions is a reminder that
’it’s not make-up ... it’s ammunition’.
This theme was first introduced three years ago, with press and
television work in which girls pointed out what they did and did not
like about their boyfriends. The idea was developed last year into a
rallying cry for girls, with a cinema campaign which featured a Mission
Impossible-style secret unit of women putting the world - and men - to
The latest campaign, which was art directed by Suzanne Hails, written by
Alistair Campbell and shot by Moshe Brakha, will run from this May to
There are a total of six executions, each with its own insight into the
war between the sexes.
Headlines on each of the executions are inter-changeable according to
their use in the press or on posters.
The red lipstick ad, for example, could also carry the line: ’Be afraid,
boys, be very afraid.’
Media on the campaign was bought by BMP Optimum.