Kenny Herzog of O Positive directed this spot reminiscent of the iconic Family Feud TV program. However the game puts us in some awkward situations including when a guy proposes to a woman who defers to the game board for an answer. She utters in game show emcee fashion, “Survey Says!” and we then see the Family Feud big board which issues a resounding reject buzz sound signifying “No.” Agency is DDB New York.
Credits
Agency: DDB New York, Inc. Matt Eastwood, chief creative officer; Richard Sharp, Mike Sullivan, group creative directors; Michael Kushner, art director; Daniel Paredes, copywriter; Ed Zazzera, head of production; Walter Brindak, exec producer. Production Company: O Positive Films Kenny Herzog, director, Marc Grill, exec 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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