A denim thief underestimates the attachment between a man and his Levis. Played to the song “Very Superstious” by Stevie Wonder. A man has hung his Levis jeans on the balcony of his apartment. A thief lurking in the alley grabs the jeans and puts them on. Unfortunately for the thief, whatever movement the owner makes, who is hanging out in his underwear making lascivious movements towards his partner, the jeans and thereby the thief also makes. The thief is compelled to dance around a parking garage, thrust his hips at a confused passerby on the train, and gyrate up to an old lady in a bus stop. Finally, he gives up and returns the jeans thereby becoming master of his own movements again.
Credits
Agency: Bartle Bogle Hegarty, New York. Kevin Roddy, executive creative director; Thomas Hayo, group creative director; Paul Copeland and Tony Miller, art directors/copywriters; John Hobbs, art director; Peter Rosch, copywriter; Bruce Wellington, head of broadcast; Jill Andresevic, producer. Production Company: Kleinman Productions, London. Daniel Kleinman, director; Ben Davis, DP; Johnnie Frankel, executive producer. Shot on location in Buenos Aires, Argentina. Editorial: Cut + Run, London Steve Gandolfi, editor; Angela Hart, producer. Postproduction: The Mill New York Fergus McCall, colorist; Dirk Greene, Flame artist. Sound Design: Final Cut Roland Alley, sound designer. Audio: Sound Lounge Rob Sayer and Philip Loeb, mixers. Stock Footage: Third Millennium Stock Footage
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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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