The Glue Society directed via Park Pictures this web film which introduces us to a woman who’s constantly on the run, literally. Luckily her family and friends are accommodating as they run along in order to interact with her. The short came out of Wieden+Kennedy, Portland and Sao Paulo. Kyle Valenta of Joint edited the film.
Credits
Production Company: Park Pictures The Glue Society, director; Tobias Schliessler, DP; Jackie Kelman Bisbee, executive producer/owner; Dinah Rodriguez, executive producer/head of production; Justin Pollock, executive producer; Michelle Currinder, line producer. Editorial: Joint Editorial, Portland, Ore Kyle Valenta, editor; Patt Brebner, executive producer; Shelli Jury, post producer; Patrick Carroll, assistant editor. Visual Effects: A52 Megan Meloth, VFX supervisor; Paul Yacano, Flame artist. Audio: Eleven Jeff Payne, Charlie Keating, mixers; Caroline O�Sullivan, producer
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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