NBA star Blake Griffin waxes poetic about his mouthguard in this spot directed by Jordan Vogt-Roberts of RSA Films for agency David&Goliath.
In this poetry reading, Griffin sees the beauty in everthing, including a mouthguard, dovetailing nicely with Vizio’s campaign mantra for its Ultra HD picture, “Simply Beautiful.”
Client Vizio Agency David&Goliath David Angelo, founder/chairman; Colin Jeffery, chief creative officer; Ben Purcell, Steve Yee, group creative directors; Mike Cornell, art director; Andy Sciamanna, copywriter; Carol Lombard, head of production; Curt O’Brien, Christopher Coleman, executive producers. Production RSA Films Jordan Vogt-Roberts, director; Mike Berlucci, DP; Jules Daly, president; Marjie Abrahams, VP/executive producer; Philip Detchmendy, exec producer; Alejandra Quesada, line producer; Elicia Laport, head of production. Editorial Spinach Tony Orcena, editor; Jonathan Carpio, producer. Post Fell VFX Russell Fell, Flame artist; Rachel Koch, exec producer. Music Human Sound Design & Mix Margarita Mix Nathan Dubin, sound engineer.
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.
Read More
