No7 wanted to launch its new everyday-skincare regime – a regime so simple that even busy 20-something women can squeeze it into their schedules. No7 prides itself on really understanding women, so we didn’t want to resort to clichéd images of airbrushed celebrities living a life of continual photoshoots. So instead we wrote an ad about a normal British woman who wakes up after a clearly very successful dinner party. She surveys the aftermath ruefully before realising, with great relief, that the one thing she had managed to do before collapsing into bed was take her make-up off.