In this comedic ad, the New England Patriots choose Diet Pepsi Machine as a first round draft pick in the NFL Draft. The commercial cuts to emotionally charged Diet Pepsi employees, ever so proud of how far Diet Pepsi Machine has come, and then to a confused New England Patriots player who thought, “Coach went nuts.” Diet Pepsi Machine elicits chants of “Machine! Machine! Machine!” from fans and scores a touchdown during a game. A voiceover sounding like a sports announcer says, “Live football. Drink Diet Pepsi.”
Credits
Agency: DDB New York Chairman/COO, Lee Garfinkle; CD/AD, Rich Sharp; CD/CW, Scott Grayson; CW, Matt Herr; AD, Joe Kantrowitz; EP, Liz Hodge; Head of Broadcast Production, Bob Nelson Production Company: Tool of North America Director, Tom Routson; DP, Jim Whittaker; EP, Jennifer Siegel; Producer, Scott Craig Editorial: Cut and Run Editor, Michael Douglas; Producer, Angie Aguilera; Telecine, The Mill/NY; Colorist, Fergus McCall Visual Effects: rhinofx Managing Director, Rick Wagonheim; EP, Camille Geier; VFX Supervisor, Vico Sharabani; VFX/Inferno Artists, John Budion, Udi Edni, Jim Rider, Ricky Weissman; Producer, Linda Gallagher Sound Design: Amber Music Sound Designer, Bill Chesley Audio: Sound Lounge Mixer, Glen Landrum
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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