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
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