Creativity

Axe's Pretty-Haired Men Can Do It All in Brand's Latest Ad

Haircare Products Claim to Be So Good They Give Guys Time to Concentrate on the Important Stuff

By Jack Neff. Published on May 04, 2016

Editor's Pick

In a sign either of how much men have changed, or of how much Axe has changed, the latest ad for the Unilever brand's men's hair care looks to prove that its target user is not just another pretty head of hair. The ad from Interpublic's Ponce, Buenos Aires features attractive millennial men who can fry eggs, level tables, cut onions and fold fitted sheets, yet also have skills to hold down some kind of job outside the home.

Ponce's Luigi Ghidotti and Hernan Ponce created the ad, directed by Megaforce with music by Salmon Osado. We're somehow reminded of this classic 1980 ad for the fragrance Enjoli featuring a similarly well-rounded woman.

This story also appeared in Ad Age's Lowdown.

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About

Credits

Date
May 04, 2016
Agency:
Ponce Buenos Aires
Client:
Axe
Company:
Unilever
Product:
Axe Styling
Executive Creative Director:
Luigi Ghidotti
Executive Creative Director:
Hernan Ponce
Creative Director:
Ignacio Perez de Muro
Creative Director:
Eric Chaulet
Client Services Director:
Luz Pasman
Group Brand Director:
Pilar Lopardo
Account Supervisor:
Catalina Aguirre
Account Executive:
Rodrigo Acuña
Planner:
Mercedes Roldan
Responsible for Client:
Rik Strubel
Responsible for Client:
Victor Hugo Jr.
Responsible for Client:
Kuba Dabrowski
Head of TV Dept:
Roberto Carsillo
Director:
Megaforce
Production Company:
Primo Iconoclast
Executive Producer:
Gaby Carcova
Executive Producer:
Nathalie Le Caer
Photography Director:
Sebastian Wintero
Editor:
Nicolas Larrouquere
Music:
Salmon Osado

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