Aron Orton of ad agency DGWB, Santa Ana, Calif., directed this PSA which shows tattoos vanishing off the body of a young man, representing a new beginning in his life. Production/post house on the job was An Ideal World, Santa Ana. The spot is one of two in the “Home of Second Chances” campaign; the other PSA showcases the same tattoo disappearing act, except off the body of a young woman who stands alongside her daughter.
Credits
Agency: DGWB Advertising & Communications Aron Orton, director/editor; John Gothold, creative director; Courtney Betley, associate creative director; Antoinetta Smekal, producer; Brandt Weisman, motion graphics designer. Production Company: An Ideal World Rich Schaefer, DP; Sharon Diaz, Robb Hart, co-VFX supervisors; Jeff Lynn, 1st assistant cameraman; Kip Hewitt, DIT. Visual Effects: An Ideal World Sharon Diaz, lead Flame artists; Robb Hart, Shake/Sketchbook Pro artist. Music: Peligro Music and Sound Design Greg Kuehn, composer Audio: Stewart Sound Factory Dave Myslek, sound engineer
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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