In its latest campaign out of Droga5 New York, Dos Equis is bringing its “interesante” point of view to all the stuff that makes summer great, from weddings to pool parties to ‘80s night at the local bar.
On the latter front, Wayne McClammy of Hungry Man directed “Hit Single.” In this spot, a loving tribute to timeless summer jams and 1980s’ MTV Spring Break live performances, Bonnie Tyler’s 1983 hit single “Total Eclipse of the Heart” is transformed into a ballad about the trials and tribulations of ordering Dos Equis and appetizers at a crowded bar–all to encourage drinkers to make every moment interesante.
Credits
Client Dos Equis Agency Droga5 New York David Droga, creative chairman & founder; Neil Heymann, chief creative officer; Scott Bell, executive creative director; Ryan Raab, creative director; Matt Vitou, sr. copywriter; Rob McQueen, sr. art director; James Gross, jr. copywriter; Gianna D’Amico, jr. art director; Devin Croda, group design director; Erin Wilson, designer; Dave Stephenson, executive producer, film; Stephanie Hill, Gulshan Jaffery, producers, film; Jonny Bauer, global chief strategy officer; Harry Roman, head of strategy; Marina Pen, Will Davie, group strategy directors; Nick Maschmeyer, strategy director; Yan Wang, group communications strategy director; Kevin Wilkerson, sr. communications strategist; Clark Cofer, communications strategist. Production Hungry Man Wayne McClammy, director; Dion Beebe, DP; Rick Jarjoura, producer; Mino Jarjoura, exec producer. Editorial Mackcut Ryan Steele, editor; Devon Flint, assistant editor; Gina Pagano, exec producer; Margarita Mutuc, producer; Sam Shaffer, audio engineer. Music Beacon Street Studios Andrew Feltenstein, John Nau, composers; Adrea Lavezzoli, exec producer; Lindsey Lerman, producer. Song: "Total Eclipse of the Heart" by Bonnie Tyler Sound Heard City Phillip Loeb, Elizabeth McClanahan, mixers; Andi Lewis, producer; Sasha Awn, exec producer. Postproduction Taylor James Steve Intrabartola, executive producer; Casey Sincic, producer; Matt Stroub, Flame. Color Company 3 Tom Poole, Sofie Borup, colorists; Jenny Montgomery, color assist; Alexandra Lubrano, producer.
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.
