- Brand - Boots No7
- Spot - Tree
- Music Title - Life In Her Yet
- Artist - Rag’n’Bone Man
- Master Rights - Sony Music
- Composer - Graham, Crew, Priddy, Fazerkerley
- Publisher - BMG, Budde Music, Warner Chappell, Sony/ATV
- Music Supervisor - Theodore
- Ad Agency - Mother
- Film Co - Academy Films
- Director - Jeff Labbe
- Post Production - The Mill
- Air Date - 21/10/16
Once primarily associated with customer-friendly TV commercials synced to much-loved 80s and 90s pop tracks, Boots is breaking new ground in the make-up market by linking film of inspirational women with more contemporary, cutting-edge sounds.
The high street chain’s ‘No7 Ready’ campaign kicked off in April with prima ballerina Alessandri Ferri dancing to Iceland rock band Kaleo.
Now it’s internationally-acclaimed Nigerian novelist and feminist thinker Chimamanda Ngozi Adichie who shares her thoughts on the validity of the beauty business with an instrumental edit of Life In Her Yet, by Rory Graham, otherwise known as up-and-coming Brighton-based singer/songwriter Rag’n’Bone Man.
Graham’s emotionally-scarred voice dominates the track which is lifted from his 2014 EP Wolves and was suggested by David Bass at supervisors Theodore.
But, according to a spokesman for the creative team at ad agency Mother which first began work on this spot in November 2015, a distinctive lead vocal was the last thing they wanted.
“Our music brief asked for something which would punctuate the moments of drama in the film but not overpower Chimamanda’s words.
“So from the start we were listening out for an orchestral arrangement without lyrics which would retain the distinctly catchy and memorable feel of a song but not sound slightly generic like a lot of instrumental versions tend to do.”