The new Harley Davidson Dyna Street Bob exudes an aura of strength and confidence so powerful that it causes power outages everywhere it goes. A deep voiceover says, “it did not come gently into the world,” with close-up shots of the intimidating yet elegant metal motorcycle illuminated in a dark city. The headlight of the bike beams through the darkness with a powerful surge and the voiceover recites, “let there be dark.”
Credits
Agency: Carmichael Lynch Chief Creative Officer, Peter McHugh; Executive Creative Officer, Jim Nelson; Art Director, Randy Tatum; Copywriter, Sheldon Clay; Broadcast Production, Sean Healey Production Company: HSI Productions Editorial: Peepshow Editor, Amanda Perry Postproduction: Absolute Post (London & New York) Music: Beetroot Music Sound Design: Wave Studio
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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