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Boots' own-label cosmetic brand, 17, launches its first brand advertising for four years next week with a cinema spot set to Donna Summer's 1970s disco hit 'I Feel Love'. The ad, called 'Knockout', aims to convey the 'knockout' effect that young women who wear 17 have on men. Special effects show the women creating an invisible force around them that sends men flying through the air in the 40- and 60-second executions created by J Walter Thompson. The £1m cinema burst will be supported by double-page spreads in women's magazines in November, reflecting the 'knockout' theme and promoting the new Fat Lash mascara. Media is by MindShare. The last brand advertising for 17 was in 1998, with an ad called 'Ammunition'.