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    Director Martin Krejci, W+K Amsterdam “Get In The Game” For Booking.com

    By SHOOTUpdated:No Comments3540 Views

    This spot titled “Get In The Game”–directed by Martin Krejci of Stink for Wieden+Kennedy Amsterdam–kicks off the next chapter of the “Passions” campaign for Booking.com.

    The :60 captures the passion of those who travel to support and experience their favorite sport. With upcoming major sports events in France and Rio de Janeiro, this summer will see numerous fans and would-be athletes watching their heroes from afar. But with the right hotel room or accommodation, these sports enthusiasts can be in the thick of the soccer, surfing, cycling and running action, getting closer to their dreams than ever before. In this commercial we see various folks who have landed the right room and are living their sports dreams up close and personal–one who gets quite close as he finds himself in an elevator with legendary soccer star Thierry Henry who is Booking.com’s ambassador for the 2016 Summer of Sports.

    This spot and the overall campaign rolled out today in the U.K., Brazil, Germany, France, Italy, Spain, Poland and Sweden. In the coming months, the work will debut in Australia and Canada.

    Credits

    Client Booking.com Agency Wieden+Kennedy Amsterdam Eric Quennoy, Mark Bernath, executive creative directors; Genevieve Hoey, Sean Condon, Joe Burrin, creative directors; Cal Al-Jorani, art director; Bern Hunter, copywriter; Joe Togneri, head of broadcast production; Heidi Baltzer, sr. broadcast producer; Soey Lim, assistant producer; Emma Wiseman, strategic planner; Greg White, digital strategist. Production Stink Martin Krejci, director; Florian Hoffmeister, DP; Charlotte Woodhead, producer; Blake Powell, exec producer. Editorial Marshall Street Editors, London Tim Thornton-Allen, editor; Stewart Adams, assistant editor; Katie Truelove, exec producer. Audio Post Grand Central Recording Studios, London Raj Sehgal, sound designer/mixer; George Castle, additional track lay. Music Gin Wigmore/”New Rush” Universal/BMG/Sugaroo Postproduction The Mill London Andrew Barnsley Wood, 2D lead artist; Brad Wood, Richie Whiles, 2D artists; Seamus O’Keane, colorist; Elena Pagliei, producer; Misha Stanford-Harris, exec producer. 

    Media Type:Commercial: Television
    ScreenWork Categories:Commercial
    Video Tags:Martin KrejciStinkWieden+Kennedy Amsterdam



    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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