Beauty before age

Boots No7 partners with prima ballerina Alessandra Ferri Video3

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’.

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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.

 

 

 

 

 

Boots No7 partners with prima ballerina Alessandra Ferri

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Walgreens Boots Alliance retailer Boots has announced that its own-brand no7 has partnered with Italian prima ballerina Alessandra Ferri for the global roll-out of its new brand direction.

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. Ferri was the youngest Principal dancer at The Royal Ballet, aged just 19, and is still dancing at 52. The brand hopes to become a global destination brand for women Olivier Award winning Alessandra Ferri is said to be ‘the perfect embodiment’ of this business move.

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Every day, all over the world, women use No7 products to get ready. Ready to take centre stage and make a positive impact in their world and tha is now front and centre in our communications. We want to inspire and enable women globally to look and feel at their most beautiful, so that they feel ready to take on life and create a positive impact in their world. Alessandra Ferri is the personification of ready.

Kristof Neirynck, Boots Alliance Vice President, Skincare, Global Brands

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Alongside No7’s global goals, Alessandra Ferri will also support the launch of a new product, No7 Lift & Luminate Triple Action Serum. She will perform in a 60sec TV advert, which airs on 16 April.