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Creative in association withGear Seven
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Puppets Showcase New Axe Hair Care Range

21/08/2012
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BBH New York created the campaign

 

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. 
 

 
Credits
 
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
Line Producer: Gustav Geldenhuys
PUPPETS by Jim Henson’s Creature Shop
EDIOTORIAL COMPANY: Peep Show Post
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