Director Juan Cabral of production house MJZ teamed with ad agency Mother on IKEA’s “The Nightclub,” a trendy venue for what we all crave at nighttime: slumber.
Credits
Client IKEA Agency Mother Production MJZ Juan Cabral, director; Alicia Richards, producer; Amelia Hanbury, production manager; Julie Andren, line producer (Tango Productions); Tom Townend, DP; Maria Djurkovic, production designer. Editorial Work Editorial Neil Smith, editor; Postproduction Framestore Jordi Bares Dominguez, post supervision; Sophie Harrison, postproduction producer; Simon Bourne, colorist. Sound 750mph Sam Ashwell, sound designer. Music Supervision Arnold Hattingh @ Theodore for “In Dreams” by Roy Orbison
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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