MPC Creative produced this commercial in which electrical sockets come to life and sing happy birthday wishes to the all-electric Nissan LEAF automobile which celebrates its one-year anniversary. Agency is TBWAChiatDay, Los Angeles. VFX house was MPC.
Credits
Agency: TBWAChiatDay, Los Angeles Rob Schwartz, chief creative officer; Mark Sheldrake, global creative director; Tito Melega, Karl Dunn, creative directors; Liz Levy, associate creative director; Joerg Bruns, art director; Stefan Rehne, copywriter; Richard O�Neill, executive director of integrated production; Elaine Hinton, executive producer; Katie Johnson, producer. Editorial: Venice Beach Editorial Greg Young, editor; Evan Linton, Eric Rusch, assistant editors; Hunter Connor, exec producer. Visual Effects: MPC (The Moving Picture Company) Asher Edwards, exec producer; Jenny Bright, producer; Jake Montgomery, lead Flame artist; Trent Shumway, Flame artist; Jonah Austin, Yas Koyama, CG artists; Mark Holden, Smoke artist.
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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