BOOTS NO.7: advert-body-2 by Mother London

At 19, Alessandra Ferri was the youngest ever Principal dancer for The Royal Ballet, and at the age of 52 she continues to dazzle audiences across the world. Today, performing with a hologram of her younger self, Alessandra Ferri is unveiled in a stunning TV advert for newNo7 Lift and Luminate triple action serum.

While her awe-inspiring talent makes for a striking spot, Alessandra was chosen because she epitomises the new global brand direction for No7: Ready. A direction that recognises that women all over the world use beauty to get ready for something; a recognition that beauty is about more than looking pretty, it’s about women getting out there and making a positive impact in their world. Helping them show up, not show off.

Directed by the BAFTA-nominated director behind War and Peace, Tom Harper, and choreographed by award-winning Wayne McGregor, the clean, modern spot shows Alessandra dancing with a hologram of her younger self, when she first performed as a Principal for the Royal Ballet in a production of Romeo & Juliette. The use of hologram in this way – as a key protagonist in the TV spot - is a world- first, and it works to really deliver the message that Alessandra is ready for so much more. Her younger self is part of her journey - someone who has helped her become the strong, confident woman she is today.