Axe Reminds Guys That They’re Hotter When They Chill
Series of ads for new Axe Ice Chill range from Ponce Buenos Aires show the pitfalls of trying too hard to impress
The Unilever brand Axe introduces its new product range, Axe Ice Chill, with a cooling effect technology that lowers the body temperature by six degrees (-11 ºF).
Building upon on men’s antsy flirting moments, the campaign translates the physical benefit of the product into an emotional one. And instead of pushing guys to "go the extra mile", the spot’s more realistic message aims to encourage men to become their chilliest self.
Rik Strubel, Axe’s global VP, said: "The insight stems from global attraction study we did. Girls (and boys) told us that too often guys try too hard to be cool, funny, handsome, which frankly doesn’t work well to build connection. I believe the campaign brilliantly connects our ongoing mission to help build young guy’s confidence with the humor and cheekiness that is so uniquely Axe."
The films were created by Ponce, the MullenLowe office in Buenos Aires, and directed by Gary Freedman through Independent Films, in London.
Digital, print and social content will also be joining the launch.
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Clients: Pablo Gazzera / Rik Strubel / Victor Hugo / Garauv Raisinghani / Caroline Gregory / Izabela X-Rekos
Post Production / VFX
Post Production Company: MPC
Sound Company: Sound Canvas
Creative Agency: Ponce Buenos Aires, MullenLowe Group
Executive Creative Director: Juan Pablo Carrizo
Creative Director: Jorge Zacher / Ignacio Mendiola / Tomas Gianelli
Art Director: Patricio Ramirez
Planner: Azul Agulla / Celina Bartolome
Producer: Jose Silva
Head of Art: Lucas Sotelo
Head of Planning: Axel Malamud
COO: Natalia Noya
Account Lead: Catalina Aguirre
Account Executive: Victoria Stolbizer
Production Company: Independent
Director: Gary Freedman
Executive Producer: Jani Guest
DOP: Ben Davis
Music Company: Swing Music
Editor: Adam Spivey (UK), Manuel Dondas (Argentina)
Genres: People, Storytelling, Comedy
Categories: Beauty & Health, DeodorantMullenLowe Brasil, Wed, 23 Jan 2019 15:02:01 GMT