Axe - Fear No Susan Glenn

When you think of advertisements for Axe products, your mind probably recalls images of oversexed girls flocking to guys and mouthing sexual innuendos – basically the hyperbolic male fantasy played out in real life.

But a new spot from the company has a different tone. Gone is the “use our product and you’ll be eyes-deep in tail” message, having now been replaced with a motivational plea to young men out there to be bold and have no fear – or you’ll regret it.

In the kick off to their “Fear No Susan Glenn” campaign, Axe has employed Kiefer Sutherland and his made-for-voiceover pipes to recall a time when he did in fact fear Susan Glenn, the girl he never approached because he didn’t think he had a chance.

This marks a different direction for the “get laid” brand evolving it into something more poetic.

Director: Ringan Ledwidge of Rattling Stick 

Client: Unilever

Agency: BBH New York 

Chief Creative Officer: John Patroulis Executive 

Creative Director: Ari Weiss 

Associate Creative Director: Nate Able 

Copywriter: Peter Rosch 

Art Director: Nate Able