A man reads the new Orange County Post as he stands in front of a dry cleaner’s counter, with rack of clothes behind him. He notes that the O.C. Post “cut the news to fit my life” and then asks himself, “What else could be cut to fit my life?” The rack of clothes parts to reveal a stage on which a very abridged stage production of Romeo and Juliet plays out, going from beginning to final daggar scene in a matter of seconds, to the standing ovation of an appreciative crowd.
Credits
Agency: DGWB Advertising & Communications Dave Schwartz, Joe Cladis, creative directors; Stan Chow, art director; Kim Kohatsu, copywriter; Laura Morris, producer. Production Company: Backyard Michael Chaves, director; Blair Stribley, Kris Mathur, executive producers; Peter Steinzeig, head of production; Antone Maillie, producer; Eric Steelberg, DP. Editorial: DGWB Advertising & Communications Aaron Orton, editor Postproduction: The Syndicate Bob Curreri, colorist; Liza Kerlin, producer. Sound Design: Amber (Heavenly) Music Steve Lustig, sound designer Audio: Eleven Jeff Fuller, audio post mixer
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.
Read MoreMySHOOT Profiles
Add A Comment