Creativity

Axe: Lifeguard (Full Length)

Lifeguard's got competition.

Published on Jan 28, 2013

Editor's Pick

Axe makes it first-ever appearance in the Super Bowl with a lifeguard-themed rehash of its previous "Fireman" spot, via BBH London. Following the same tack as the previous commercial, this film, directed by Tim Godsall at Biscuit, features a hunky lifeguard that saves a damsel's life -- only to find that she doesn't really care, because there are cooler professions out there. A full-length, one-minute version of the spot can be found here.

The spot promotes Axe's "Apollo" variant, created to promote a campaign that will send regular guys into space via the Axe Apollo Space Academy. Deadline to enter the contest is midnight, Super Bowl Sunday.

Rate this Ad

You must be registered to rate this ad.
Please Login or Register Now

About

Credits

Date
Jan 28, 2013
Agency:
BBH London
Client:
Axe
Creative:
Wesley Hawes
Creative:
Gary McCreadie
Creative:
Diego Oliveira
Creative:
Caio Giannella
Creative Direction:
David Kolbusz
Producer:
Ruben Mercadal
Assistant Producer:
George Ancock
Prod. Co.:
Biscuit Filmworks
Director:
Tim Godsall
EP:
Orlando Wood
Producer:
Rick Jarjoura
DOP:
Jess Hall
Post Prod:
Framestore
Sound Design:
Phaze UK
Sound Design:
Raja Sehgal
Music:
Human

The Creativity Newsletter

The Creativity newsletter is editorially curated to spotlight the work that’s hitting the mark—or missing it altogether. Sign up to have it sent to your inbox.