A small Xmas gift box opens and from it emerges parts that come together to ultimately form a beautiful new Lexus ES car. A dad explains to his son that this is how Santa fits the luxury automobile on his sleigh.
Grady Hall of Motion Theory directed this spot, for which Mirada served as VFX house. Agency is Team One, Los Angeles.
Visual Effects/Animation: Mirada, Los Angeles Grady Hall, director; Zach Tucker, VFX supervisor; Jonathan Wu, creative director; Michael Shelton, CG supervisor; Dina De Vries, sr. producer. (Toolbox: Syntheyes, Maya, Zbrush, Arnold, Photoshop, Mari, Nuke, Flame) Agency: Team One, Los Angeles Production: Motion Theory, Los Angeles Grady Hall, director Capitol One, Vancouver, B.C.
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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