Airing during the second quarter of the Super Bowl, Avocados From Mexico’s “GuacWorld” unites a chosen few in a perfect world full of everything they’ve ever wanted in an idyllic paradise. But, it doesn’t take much for this ideal society to start unraveling once its celebrated leader is met with a world-defining question: “where are the chips?!”
Turns out the chips are outside the cordoned off world, triggering havoc in utopia.
David Shane and Michael Clancy directed via O Positive for agency GSD&M, Austin, Texas.
Credits
Client Avocados From Mexico Agency GSD&M, Austin, Texas Jay Russell, chief creative officer; Tom Hamling ,Tim Eger, group creative directors; Barrett Michael, Leigh Browne, associate creative directors/copy; Greg Wyatt, Jon Williamson, associate creative directors/art directors; Jack Epsteen, director of production. Production O Positive David Shane, Michael Clancy, directors; Marc Laliberte-Else, DP; Ralph Laucella, Marc Grill, exec producers; Ken Licata, producer. Editorial Arcade Edit Nick Rondeau, editor; Dean Miyahira, assistant editor; Damian Stevens, managing partner; Crissy DeSimone, exec producer; Kirsten Thon-Webb, head of production; Alexa Atkin, producer. Online/VFX Timber Jonah Hall, creative director/partner/VFX set supervisor; Kevin Lau, creative director/partner; Sabrina Elizondo, exec producer; Brian Shneider, Flame artist; Brandon Harden, Brack Hightchew, Erik Rojas, Flame assist; Kevin Lau, Jon Lorenz, Zach Carnes, James Kim, design; Jeff Willette, Jon Lorenz, Brandon Lester, Erik Zimmermann, CG; Michael Loney, Mark Robben, Cris Kong, Daniel Svaboe, Nuke artists; Miles Kinghorn, colorist; Jillian Lynes, James Reid, producers; Michelle Cashllo, production coordinator. Music/Sound Design Robot Repair Kael Alden, music; Doug Darnell, sound design. Audio Post Eleven Jeff Payne, mixer; Jordan Meltzer, Andrew Smith assistant mixers; Melissa Elston, exec producer; Maddee Bonniot, producer.
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.
