Building on the popularity of AXE’s new “Susan Glenn” campaign, the number one men’s grooming brand in the U.S. is launching new advertising for AXE hair care products – this time featuring a love story between two unexpected characters.
Created by BBH New York, the national TV campaign draws inspiration from the rules of attraction to tell an office love story that captures the universal truth about what we first notice about the opposite sex. The new tagline – “Hair. It’s what girls see first.” – draws a parallel between a guy’s hair and what grabs his attention when he meets a girl, to help guys understand the important role clean, groomed hair plays in attracting females.
Rather than using special effects and CGI, BBH New York brought in the Jim Henson’s Creature Shop to create the puppets featured in the new ads, giving the campaign a more authentic and sophisticated look and feel. 60-second, 30-second and 15-second versions of the launch spot will begin running nationwide August 20.
AGENCY: BBH New York
Chief Creative Officer: John Patroulis
Executive Creative Director: Ari Weiss
Art Director: Dave Brown
Copywriter: 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
Executive Producer: Lisa Rich, Brian Carmody, Patrick Milling Smith