Creativity

Axe Hair: Office Love

A true tale of love.

Published on Aug 21, 2012

Editor's Pick

Guess Axe couldn't do the sophisticated thing for too long. Like an addict, it had to stop, take a hit of some good old T&A, and feel the world right itself. BBH New York's newest spot for Axe Hair is a love story between a pair of breasts and a walking head of hair, set to the romantic track "True Love Will Find You in the End" by Daniel Johnston. But the spot tries to put the onus of objectification on the women, suggesting that it is they who reduce men to a body part -- in this case, the head -- while choosing to turn a blind eye to the Double D's that are sauntering all over the place. If you're in the mood for more, the brand also has a vaguely Olympics-themed new spot out that shows a skimpily clad woman shot-putting (it's called hot-putting in the World of Axe) through a window to try to get her man.

Meanwhile, the agency's more cerebral work for Axe body spray continues with the Susan Glenn campaign, which along with the original spot, now also has an extended web series starring Max Greenfield as he tries to muster up the courage to speak to his own "Susan Glenn," aka, the one who got away.

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About

Credits

Date
Aug 21, 2012
Agency:
BBH New York
CCO:
John Patroulis
Client:
Axe Hair
ECD:
Ari Weiss
AD:
Dave Brown
CW:
Ian Hart
Head of Integrated Production:
Justin Booth-Clibborn
Head of Broadcast:
Lisa Setten
Agency Producer:
Melissa Bemis
Business Affairs Manager:
Laurie Litonjua
Business Director:
Armando Turco
Strategy Director:
John Graham
Production Company:
Smuggler
Director:
Filip Engstrom
DP:
Martin Ruhe
EP:
Lisa Rich
EP:
Brian Carmody
EP:
Patrick Milling Smith
Line Producer:
Gustav Geldenhuys
Editorial Company:
Peep Show Post
VFX/Online:
The Mill

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