The spot is the latest execution in Boots' "7 ways to..." series, and goes through the seven ways to rob a bank: be bold; mingle; smile; focus; make eye contact; maintain eye contact; and No 7 Lash Extensions Mascara.
The action shows a woman trying to break through a bank's laser eye-recognition security system, her only weapon being her beautifully made-up eyes. She applies her No 7 Lash Extensions Mascara and uses the mirror to survey the scene. She skips through a security barrier in front of a man, and is so alluring that a security guard fails to notice that the eye scanner has not recognised her and the alarm is sounding.
However, her attempt is thwarted by an older female security guard, who raises the alarm and takes over from the distracted male guard.
The ad breaks this week in the UK and Ireland and is backed by press and six-sheet poster executions. The campaign is targeted at the key audience of women aged 25- to 40-years-old.
The spot was shot in Barcelona, written and art directed by Alistair Wood, and directed by Daniel Barber, through Rose Hackney Barber. The print campaign was created by Andrew Singleton and Jono Wardle, with all media planning and buying through MindShare.
"This film is a departure for cosmetic advertising in that, while it maintains the beauty conventions of the category and communicates a specific lengthening product benefit, it does so via an engaging story that fits with the brand's personality," JWT account director Shelly-Ann Scott said.
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