Sunday, July 15, 2012

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

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