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Boots No 7 has continued to shun celebrities and glamorous models

in its advertising, with a new branding campaign which takes a quirky

look at the problems some women experience in the morning.

Created by St Luke’s, the 40-second commercial opens on a girl throwing

open her wardrobe doors to decide what to wear for the day. Obviously in

an agony of indecision, the scene switches to show the processes going

on inside her brain.

These are represented by a futuristic machine which attempts to choose a

variety of outfits, only to be vetoed by another part of the mind. The

first choice is dismissed as being ’too tarty’ and the second as ’too

frumpy’.

Finally, however, the select-o-meter finds something which is ’just

right’, only to find that it has a nasty stain in an unfortunate

place.

This is the last straw for the harassed girl, who switches to a much

easier choice - the right No 7 lipstick.

Confidence restored by her new red lips, she overrides her cognitive

processes to choose the ’just right’ blouse, aiming to brazen out or

hide the stain for the rest of the day.

’Useful little number’, which breaks on television on 13 May, was

directed by Jan Kounen through The Mill.

It was written by Tim Hearn and art directed by Vic Polkinghorne and

Kate Stanners. Media was planned and bought by BMP OMD.

The St Luke’s account planner, Saipele Burgess, explained the ad was

based on an insight found in research groups: ’If you look good, you

feel good.’