Procter & Gamble brand Pampers diapers pays homage to midwives and all they do with this clever, moving rendition of "12 Days of Christmas."
Simon Ratigan of production house HLA in London directed “12 Days–Midwives” for Saatchi & Saatchi London.
Credits
Client Procter & Gamble/Pampers Agency Saatchi & Saatchi London Anne O’Neill, producer; Callum Langley, Andy McDonald, Rob Burleigh, creative team. Production HLA, London Simon Ratigan, director; Mike Wells, exec producer;Tim Daukes, producer; Catherine Derry, Eoin McLoughlin, DP. Editorial The Playroom Adam Spivey, editor. Postproduction The Mill Audio Factory Phil Bolland, mixer.
Media Type:Commercial: Television
ScreenWork Categories:Commercial
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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