Radio Shack pokes fun at its outdated image and does something about it with the help of a group of 1980s' icons ranging from Hulk Hogan to Cliff Clavin, Erik Estrada and Alf.
Credits
Client Radio Shack. Agency GSD&M, Austin. Marianne Malina, president; Jay Russell, executive creative director; Scott Brewer, group creative director/art director; Tom Hamling, creative director/copywriter; Ryan Carroll, group creative director/copywriter; Tim Egar, creative director/art director; Bill Wine, executive producer; Alison Wagner, Flo Babbitt, producers; Klaudia Flanigin, strategy director; Ryan Gallagher, project manager; Jennifer Kennedy; senior integrated business affairs manager. Production Company Moxie Pictures, bicoastal. Frank Todaro, director; Jimi Whitaker, DP; Karol Zeno, executive producer; Laura Heflin, producer; Susie Carlson, wardrobe assistant. Shot on location in Los Angeles. Editorial Cut + Run LA. Jay Nelson, editor; Christopher Kasper, assistant editor; Michelle Eskin, managing director; Carr Schilling, executive producer; Cristina Matracia, producer. VFX/Finishing Cut + Run. David Parker, creative director; Shauna Prescott, Flame artist; Jorge Tanaka, Flame assistant; Liz Lydecker, VFX producer. CG Characters Brewster Parsons, Venice, Calif. Darcy Parsons, Sybil McCarthy, executive producers; TJ Burke, head of CG; Mat Stevens, lead CG. Post Company 3, Los Angeles. Stefan Sonnenfeld, colorist. Graphics The Mill+, New York. Audio Lime Studios, Santa Monica. Rohan Young, Loren Silber, mixers.
ScreenWork Categories:Commercial
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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