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    The Best Work You May Never See: HLA’s Simon Ratigan Directs Red Cross’ “Separated” For adam&eveDDB, London

    By SHOOTUpdated:No Comments2874 Views

    We see the fear, anxiety and sorrow of parents who have lost their children for a few minutes in a mall or other public place. Then we’re asked to imagine how one lives with those feelings and torment for years in the aftermath of natural disasters or conflicts in war-torn regions.

    The Red Cross helps to reunite three families a day who have been long separated in conflict-stricken areas or due to natural disasters. 

    Directed by Simon Ratigan of HLA for adam&eveDDB, London, this :90 titled “Separated” asks for support of the Red Cross in it family-uniting endeavors. The PSA debuts during the holiday season when families around the world look forward to festive reunions.

    Credits

    Client International Committee of the Red Cross Agency adam&eveDDB, London Ant Nelson, Mike Sutherland, executive creative directors; Jimena Seoane, producer. Production HLA, London Simon Ratigan, director; Mike Wells, producer; Bob Pendar-Hughes, DP. Editorial The Quarry Bruce Townend, editor. Postproduction The Mill Audio Wave Ben Tomlin

    Media Type:Commerical: PSA
    ScreenWork Categories:Commercial
    Screenwork Type:Best Work
    Video Tags:adam&eveDDBHLASimon Ratigan



    Top Spot of the Week: Dog Is Not This Man’s Best Friend In AXE Ad Directed By Lionel Goldstein For LOLA MullenLowe

    Friday, March 7, 2025

    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.

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