This spot tells the tale of a dog owner taking his aging best friend on a road trip during which the canine’s bucket list is being fulfilled (eat a shoe, steak dinner, visit an ex-pooch girlfriend), all set to the tune of a Willie Nelson track.
Directed by Noam Murro of Biscuit Filmworks for agency Carmichael Lynch, Minneapolis, the commercial titled “Dream Weekend” is inspiring a social initiative by Subaru called #MakeADogsDay, an effort to prompt dog lovers to give thanks to their dogs by treating them to special moments.
Credits
Client Subaru of America Agency Carmichael Lynch Dave Damman, chief creative officer; Randy Hughes, executive creative director; Dean Buckhorn, writer/group creative director; Brad Harrison, art director/associate creative director; Joe Grundhoefer, head of production; Brynn Hausmann, exec sr. producer. Production Biscuit Filmworks Noam Murro, director; Shawn Lacy, managing director; Colleen O’Donnell, exec producer; Jay Veal, line producer; Simon Duggan, DP. Editorial Rock Paper Scissors Stewart Reeves, editor; Luke McIntosh, Arielle Zakowski, assistant editor; Angle Dorian, exec producer; Ashley Bartell, producer. Postproduction Company 3 Stefan Sonnenfeld, colorist. Audio BWN Music Carl White, sound designer/mixer; Annie Sparrows, postproduction audio producer. VFX Volt Studios Steve Medin, online editor; Amanda Tibbits, post producer. Music “I’ve Loved You All Over The World” performed and written by Willie Nelson. Venn Arts Jonathan Hecht, music supervisor. Performers Kirk Zipfel, on-camera talent; Zeke Rettman, voiceover; Justin Beere, announcer.
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.
