In this sentimental ad, a voiceover reminisces to the tune of Hans Zimmer’s “You’re so cool” about “one hundred years of moments.” A slideshow unveils celebratory images from the development of New York City to Ray Charles’ musical genius to gatherings of family and friends that bring smiles to the surface. The voiceover reveals herself as “The Girl in the Moon” and says she wants to share everything there is to savor, as the message “Savor The High Life” completes the slideshow.
Credits
Agency: Wieden+Kennedy | Portland Creative Director, Susan Hoffman; CWs, Charlotte Moore, Kathy Hepinstall, Brian Ford; AD, Storm Tharp; Producer, Adrienne Daniel; Executive Producer, Jeff Selis Editorial: MacKenzie Cutler Editor, Jun Diaz; Executive Producer, Melissa Miller Visual Effects: The Mill New York VFX Supervisors, Aron Hjatarson, Westley Sarokin; Lead flam artist, Westley Sarokin; Flame artist, Westley Sarokin; Online editors, Aidan Thomas, Jeff Robins; Lead 3d artist, Aron Hjatarson; 3d artists, Yann Mabille, Wyatt Savarese, Dylan Maxwell; Shake, Chris Maynard; Support, Greg Gilpatrick, Jeanette Williford; VFX Producer, Wendy Garfinkle; 3d Operations Manager, Asher Edwards
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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