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AXE Proves 'First Impressions Count'



BBH launch hair styling range with quartet of Harold Einstein-directed spots

AXE Proves 'First Impressions Count'

Before you read any further, check your hair. Nice and neat? OK – you may proceed. We’re not the only ones who are particular about our ‘do – the heroes of a new Axe campaign won’t do anything without making sure their barnet is perfect first. In order to launch an updated AXE hair styling range BBH have created a new campaign that brings the brand’s unique promise of attraction to the world of hair styling.


The creative idea revolves around the concept ‘First Impressions Count’. It highlights the importance of well styled hair when meeting that special someone for the first time. The work features style-conscious guys taking their time to get their hair just right in unexpected scenarios. Needless to say, the women of their affections are suitably impressed. 


David Kolbusz, Deputy Executive Creative Director at BBH London, said: “We wanted to capture a simple truth about guys and their grooming habits. Whenever a man sees a woman he fancies, he tends to touch up his hair before making the initial approach. We dramatised this behaviour by setting it in the most extreme of circumstances.”








Client name and title: 
BBH Creative Team: Matt Fitch & Mark Lewis and Harry Orton and Robin Warman
BBH Creative Director: David Kolbusz
BBH Producer: Charlie Dodd
BBH Strategic Business Lead: Ngaio Pardon
BBH Strategy Director: Dan Hauck
BBH Strategist: Tim Jones
BBH Team Director: Heather Cuss
BBH Team Manager: Cressida Holmes Smith

Production Company: Outsider and Station Films
Director: Harold Einstein
Executive Producer: Eric Liney
Producer: Jon Stopp/Richard Packer
DoP: Danny Cohen
Post Production: The Mill
Editing House: Final Cut
Editor: James Rosen

Sound: Factory

Exposure (where is this work running, country and media type): 
The campaign is live in Europe (inlcuding the UK) now, and will launch in North America on 26th May. 
TV, online YouTube pre-rolls

view more - Creative
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Genres: People

Categories: Beauty & Health, Hair care

Outsider, Mon, 20 May 2013 10:59:44 GMT