Peter Rab�t directed and served as creative director on this emotionally moving spot in which a mother tells of her ordeal when learning that her unborn baby had a tumor wrapped around its neck. Antoine Mills of wild(child), New York, edited the spot, which was produced by Lost Highway Films for agency Munn Rab�t.
Credits
Agency: Munn Rabot Peter Rab�t, John Stingley, creative directors; Rachel Manis, producer. Production Company: Lost Highway Films Peter Rab�t, director; Marc Rosenberg, exec producer; Maryse Alberti, DP; Brad English, producer; Natalie Warkenthien, production manager. Editorial: wild(child) post Antoine Mills, editor; Liz Ludden, producer; Elissa Muddell, exec producer; Christopher Mitchell, assistant editor; Greg Rubin, Smoke artist; Andrew Hale, assistant Smoke. Postproduction: Company 3 New York Rob Sciarratta, colorist. Audio: Penny Lane, New York Jonathan Helfand, 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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