Wieden+Kennedy New York created “Fantasy Draft,” the latest spot in the Duracell “Trust is Power” campaign.
Directed by Matt Aselton of Arts & Sciences, the :30 highlights the epic consequences of not having the #1 trusted battery brand in your wireless mouse during your Fantasy Football draft. Who wants to auto-draft a kicker in the 7th round? No offense, Justin Tucker.
Client Duracell Agency Wieden+Kennedy New York Karl Lieberman, executive creative director; Eric Helin, Stuart Jennings, creative directors; Howard Finkelstein, copywriter; Grant Mason, art director; Nick Setounski, head of integrated production; Alison Hill, executive producer; Alexey Novikov, producer; Dan Hill, director of brand strategy; Rachel Yoes, brand strategist. Production Arts & Sciences Matt Aselton, director; Mal Ward, managing director; Marc Marrie, exec producer; Christa Skotland, head of production; Zoe Odlum, producer. Production Services Suneeva Ian Webb, producer. Editorial Arcade Edit Dave Anderson, editor; Samuel Barden, cutting assistant; Sila Soyer, exec producer; Fanny Cruz, producer. VFX Framestore Sarah Hiddlestone, exec producer; Lily Tilton, PJ Stegall; Matt Pascuzzi, VFX shoot supervisor; Liz Yang, 2D lead Flame artist; Raul Ortego, 2D flame artist; Jose Arauz, Zavier Mojica, 2D artists; Aaron Batista, coordinator. Telecine Company 3 Tom Poole, colorist; Alexandra Lubrano, producer. Audio Post Sonic Union Steve Rosen, mixer; Pat Sullivan, producer.
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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