Boots has launched its campaign for their No7 anti-aging cream starring Olivier Award-winning ballerina Alessandra Ferri. In this ad for Boots No7, Italian prima ballerina Alessandra Ferri dances with her 19 year old self to prove you don’t have to be young to look and feel good. At 52, she’s still performing to great critical acclaim so she’s a great choice to act as ambassador for the brand’s latest anti-ageing lift and Illuminate serum.
Born in Milan, Ferri became the youngest ever principal dancer for The Royal Ballet at the age of 19. The prima ballerina is a legend in the world of dance, with more than three decades on the stage. She’s starred in countless acts, including Swan Lake and Requiem.
The spot spot shows Alessandra Ferri dancing with a hologram of her younger self, when she first performed as principal dancer for the Royal Ballet in a production of Romeo & Juliet. The brand described the use of the hologram in this way as a ‘world first’.
To make sure we understand what we’re seeing and that we don’t labour under the misapprehension that she has a younger namesake, the younger incarnation is given a ghostly VFX sheen. This enhances the unusual pas de deux and helps draw attention to the contrast between the dancer she was and the dancer she became (interestingly, she seems to move with greater discipline now than she did when she was fresh out of ballet school).
The emphasis – as always in this sector – is placed on the idea that women must do whatever it takes to offset the effects of ageing but it’s nonetheless good to see an older woman being celebrated for her vitality, her ability and her confidence.
The campaign broke at the weekend during Britain’s Got Talent, and will run for the rest of the month. The TV run will be supported by print, digital and PR activity.