Axe Hair: Office Love

A true tale of love.

Published on Aug 21, 2012

Editor's Pick

Guess Axe couldn't do the sophisticated thing for too long. Like an addict, it had to stop, take a hit of some good old T&A, and feel the world right itself. BBH New York's newest spot for Axe Hair is a love story between a pair of breasts and a walking head of hair, set to the romantic track "True Love Will Find You in the End" by Daniel Johnston. But the spot tries to put the onus of objectification on the women, suggesting that it is they who reduce men to a body part -- in this case, the head -- while choosing to turn a blind eye to the Double D's that are sauntering all over the place. If you're in the mood for more, the brand also has a vaguely Olympics-themed new spot out that shows a skimpily clad woman shot-putting (it's called hot-putting in the World of Axe) through a window to try to get her man.

Meanwhile, the agency's more cerebral work for Axe body spray continues with the Susan Glenn campaign, which along with the original spot, now also has an extended web series starring Max Greenfield as he tries to muster up the courage to speak to his own "Susan Glenn," aka, the one who got away.

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Aug 21, 2012
BBH New York
Chief Creative Officer:
John Patroulis
Axe Hair
Executive Creative Director/Production:
Ari Weiss
Art Director:
Dave Brown
Ian Hart
Head of Integrated Production:
Justin Booth-Clibborn
Head of Broadcast Production:
Lisa Setten
Agency Producer:
Melissa Bemis
Business Affairs Manager:
Laurie Litonjua
Business Director:
Armando Turco
Director, Strategy:
John Graham
Production Company:
Filip Engstrom
Director, Photography:
Martin Ruhe
Executive Producer:
Lisa Rich
Executive Producer:
Brian Carmody
Executive Producer:
Patrick Milling Smith
Line Producer:
Gustav Geldenhuys
Editorial Company:
Peep Show Post
Visual Effects/Online:
The Mill

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