After capital investments this year in both on-mountain attractions (new summer rides, winter chairlifts) and off- (new retail area and restaurants), POWDR Corp., owner of Copper Mountain, Frisco, Colo., wanted those improvements known. So from this sprung a campaign, agency TDA_Boulder's first work for the new client touting the fun and recreation available at Copper Mountain.
In this TV :30 titled “I! Miss You,” a video game avatar sheds a tear for his former teen gamer, Brad. The lad now prefers real snowboarding to joy-stick combat, leaving his avatar warrior playmate alone in full lament mode.
The :30 is airing on broadcast TV in Colorado, and on Outside TV and on the Tout network where its reach includes Colorado and some of the Midwest (Chicago to Austin).
Ben Perry of L.A. production house Hobnob directed “I! Miss You.”
Credits
Client Copper Mountain, Frisco, Colo. Agency TDA_Boulder, Boulder, Colo. Jonathan Schoenberg, executive creative director; Alex Rice, Jeremy Seibold, creative directors; Ande Eich, Zach Minard, art directors; Zola Owsley, copywriter; Sarah Sweeney, producer. Production Hobnob, Los Angeles Ben Perry, director; Dennis Di Salvo, Jonathon Ker, exec producers; Chris Crawford, line producer. Animation MakeFX, Kailua Kona, Hawaii Rusty Ippolito, animator; Daniele Auber, concept design. Editorial Cosmo Street, Santa Monica, Calif. John Bradley, editor; Shinya Saito, conform. Color Apache, Santa Monica Steve Rodriguez, colorist. Sound Thunk, Santa Monica Music APM Music, Hollywood. Motion Capture House of Moves, El Segundo, Calif.
Cannes Gold Lion Film Craft winners “Robbery” and “Funeral” for AXE deodorant were standout ads last year, adroitly blending humor with the brand’s signature edge.
Now, creative agency LOLA MullenLowe in Madrid reunites with Belgian directing duo Lionel Goldstein (Joe Vanhoutteghem and Koen Mortier) to deliver a new campaign for AXE, which explores the theme of sweetness but with an unexpected twist. “The Power of Sweetness” campaign spots subvert traditional notions of charm and kindness, offering a version of “sweet” that’s quite a departure from the norm, staying true to Axe’s playful, irreverent tone while keeping audiences laughing.
In this spot titled “Dog,” man’s best friend is anything but, jealous of an AXE body fragrance-wearing gent who’s courting the canine’s beloved woman owner. We see how sweetness can turn sour when dog takes sweet revenge on the woman’s beau.
Repped by Slim Pictures in the U.S., Lionel Goldstein directed the latest package of AXE spots via Belgium-headquartered production house CZAR.
