In Coors Light’s “Gameday,” a scorching hot day at Gillette Stadium has the thermometer reading 100 degrees at a New England Patriots game. Then out of the blue there’s a sudden change in temperature. The thermometer is frozen as we hear a recording of “Love Train” by the O’Jays. A chrome Coors Light train comes bursting onto the field, refreshing the fans in the stands with an icy cold wind and Coors Light cans for everybody. As the fans celebrate, a voiceover says, “starts out cold, ends up refreshing.”
Credits
Agency: Foote Cone & Belding Group CD, Chuck Rudnick; CD/Copywriter, Bill Lindsey; CD/AD, Julio Desir; Executive Producer, Scott Mitchell; Producer, Jodie Murrie Production Company: UNCLE Director, Larry Frey; Executive Producers, Eric Bonniot, Bryan Farhy; Producer, Anke Thommen Editorial: Union Editorial Editor, Einar; Assistant Editor, Jason Lucas; Senior Producer, Megan Dahlman Visual Effects: Digital Domain, Venice, Calif. Head of Production, Mike Pardee; VFX Supervisor, Fred Raimondi; VFX Producer, Chris Fieldhouse
Top Spot of the Week: Dog Is Not This Man’s Best Friend In AXE Ad Directed By Lionel Goldstein For LOLA MullenLowe
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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