Tide honors the uniforms and the heroes who wear them from all walks of life–a tribute that’s most apropos with its break this past Labor Day weekend.
Chris Malloy of Farm League directed for Saatchi & Saatchi New York.
Credits
Client Tide Agency Saatchi & Saatchi New York Jay Benjamin, chief creative officer; Laura Muloy Ault, executive creative director; Laura Holmes, copywriter; Michael Sullivan, art director; Tanya Lesieur, chief production officer; John Doris, director of content production; Danny Miller, sr. producer. Production Farm League Chris Malloy, director; Paul Cameron, DP; Tim Lynch, exec producer; Scott Ballew, line producer. Editorial Rock Paper Scissors Aaron Tompkins, editor; Jenny Greenfield, producer; Eve Kornblum, exec producer. Audio Post Sonic Union Fernando Ascani, sound engineer. Music Future Perfect Victor Magro, Maxwell Gosling, producers. Post The Mill NY Greg Reese, colorist.
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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