Nicolas Winding Refn of Skunk directed this spot, part of a package starring Oscar-winning actor Matthew McConaughey, promoting the first Lincoln MKC.
Out of New York agency Hudson Rouge, the MKC spots are part of Lincoln’s “Live in Your Moment” campaign. McConaughey is seen driving the MKC, a vehicle with power and interior quietness that creates a special driving environment in which individuals can savor, reflect and organize their thoughts.
McConaughey captures the essence of ”Live in Your Moment” in an authentic conversational manner, with most of the ads following his internal dialogue as he navigates the open road, enjoying his time behind the wheel.
In this online spot, McConaughey’s MKC comes to a stop for a large bull standing in the middle of the road.
Credits
Client Lincoln Agency Hudson Rouge, New York Jon Pearce, executive VP, global chief creative officer; Adam Flanagan, sr. art director; Griffin Creech, copywriter; John Shirley, art director; Sherri Levy, sr. VP, head of integrated production; Joyce Lee, associate producer. Production Skunk Nicolas Winding Refn, director; Matt Factor, managing partner/exec producer; Shelly Townsend, exec producer; Benoit Debie, DP. Editorial Rock Paper Scissors Matt Newman, editor; Chris Mitchell, assistant editor; Eve Kornblum, exec producer; Jenny Greenfield, producer. Visual Effects The Mill New York Alex Fitzgerald, producer; Kathy Siegal, shoot supervisor; Iwan Zwarts, 2D lead artist; Yoon-Sun Bae, Rob Meade, Danny Morris, Burtis Scott, Krissy Nordella, Anne Trotman, 2D artists. Post Company 3 Tom Poole, colorist. Audio Post Sound Lounge Tom Jucarone, mixer. Music Cliff Martinez
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.
