Geordie Stephens of Tool of North America directed this web short in which “Shawn” stands out in the town of Cursorville because he is the only person who has hands. Everyone else has cursors at the end of their wrists. “Shawn” underscores how human touch is the easiest, most natural way to control a computer. Agency is Goodby, Silverstein & Partners, San Francisco.
Credits
Agency: Goodby, Silverstein & Partners Rich Silverstein, partner; Will McGinness, Jim Elliott, group creative directors; Mike Coyne, art director; Jesse Gazzuolo, copywriter; Meagen Moore, broadcast producer. Production Company: Tool of North America Geordie Stephens, director; Flor Collins, DP; Brian Latt, exec producer; Peter Bensen, production designer; Jeff Tanner, line producer. Music: Human Jonathan Sanford, producer; Gareth, composer. Audio: GSP Post, San Francisco. Shannon Botts, mixer.
Screenwork Type:Best Work
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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