This mockumentary-style story focuses on Marty Goldberg, the pioneering filmmaker known for his brevity as the master of the five-second film. Assisted by his admiring protégé Gary as well as Dell technology, Goldberg demonstrates how much creativity and content he can pack into a few moments.
Adam Gunser of Über Content directed for Y&R New York.
Client Dell Agency Y&R New York Jim Elliott, chief creative officer; Jim Radosevic, global creative director; Alan Vladusic, creative director/art director; Bruce Jacobson, creative director/copywriter; Letitia Jacobs, executive director of content production; Gisellah Harvey, executive producer; Julia Cilia, brand strategist. VML, New York Hunter Eshelman, group creative director. Production Über Content Adam Gunser, director; Phyllis Koenig, Preston Lee, exec producers/owners; Steve Wi, exec producer; Pat Harris, line producer; Jac Fitzgerald, DP; Marc Benacerraf, art director. Editorial Fluid John Piccolo, editor; Christian Oreste, assistant editor; Laura Relovsky, executive producer. Audio Mr. Bronx Audio David Wolfe, mixer. Post Stephen Picano, colorist. VFX Chris Davis, Bryan Rosenblum, VFX/Flame.
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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