Ken Lidster of Bent Image Lab directed this spot in which Bumble, a.k.a. the Abominable Snowman, has lost his monster mojo. Unable to scare some elves, he turns to the Bing search engine for some helpful videos that lead to him again becoming a creature to fear. After Bing, Bumble’s roar scares the daylights of those same elves.
Credits
Production Company: Bent Image Lab Ken Lidster, director; Ray Di Carlo, Tsui Ling Toomer, executive producers; Kara Place, senior producer; Keith Rice, production coordinator; Octavia Hunter, assistant director; Dan Ackerman, DP; Jerold Howard, Joe Mello, animators; Greg Arden, art director; Evan Stewart, art coordinator; Matt McKenna, puppet lead; Kimi Kaplowitz, Marty Easterday, Brandy Cochrane, Hazel Malone, puppet fabrication; Samala Coffey, Maeve Callahan, junior puppet fabrication; Kate Fender, puppet costumer lead; Sarah Frechette, puppet costumer; Gary McRobert, armaturist; Sam Niemann, storyboard artist; Abbey Paccia, Stephen Bodin, Traci Cook, 2D artists; Brian Peitrowski, models; Perci Harding, Mich Conklin, modelmakers; Tony Candelaria, sculptor; Keenan Keeley, Loren Candela, set fabrication; John Kirkley, set dresser; Jeremiah Brooks, set fabrication PA; Christina Owen, scenic lead; Becky Steele, Mattie Bowden, Derek Bourcier, Renee Staeck, Jesse McManis, Katlin Kennedy, Stephanie Loftis, art PA
Screenwork Type:Top Spot
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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