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Boots No7 and Mother London enlist 50-year-old stuntwoman to feature in ongoing ‘Ready’ campaign

No7 has unveiled the latest iteration of its ‘Ready’ campaign with an ad starring 50-year-old stunt professional Amanda Foster.

Foster is shown walking through the penthouse of a tall building before an alarm sounds, prompting her to break into a sprint and smash through a window. She then falls through the night sky before expertly landing on a giant airbag – performing the stunt in place of a much younger actress.

Susanne Bier, director of the multi-award winning series The Night Manager, was behind the ad.

The spot looks to promote No7’s range of serums and was created by incumbent creative agency Mother London, which currently works on the account despite Boots’ parent company Walgreen Boots Alliance having pulled its global marketing and media responsibilities into WPP.

The Boots brand ended its own 13-year relationship with Mother in February, tasking Ogilvy & Mather with creative duties in the UK.

Since 2016 No7 has been changing the course of its advertising, moving away from an emphasis on women getting ready to delve deeper into what it is they are getting ready for.

The ‘Ready’ series has so far featured award-winning author Chimamanda Ngozi Adichie, who starred in a spot for the firm back in October to push the message that feminism and femininity aren’t mutually exclusive.

52-year-old ballet dancer Alessandra Ferri, meanwhile, fronted the first chapter of the campaign performing alongside a hologram of her younger self to show how her confidence and ability have developed with age.

Commenting on the latest spot, Kristof Neirynck, Walgreens Boots Alliance vice-president, skincare, global grands, said: "Amanda is the perfect choice for this advert – she’s a woman doing something extraordinary, while defying the conventions of age and showing the impact women can make when they feel at their best."

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Rebecca Stewart

Rebecca Stewart is a reporter at The Drum with a remit to cover the latest developments in social media marketing and wider industry news. Based in Glasgow, she has interviewed key figures from brands like Airbnb, Amnesty International, Facebook and Spotify. She has covered international events in Berlin and Amsterdam, as well as Advertising Week Europe.

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