Axe: Susan Glenn

Wait, no bikini babes?

Published on Jul 12, 2012

Editor's Pick

Axe takes on a more sophisticated approach in this latest ad out of BBH New York and directed by Rattling Stick's Ringan Ledwidge, which looks at dream women in a more contemplative way, via the point of view of a very familiar action stud, who may have not been seen as such, back in the day.

The spot hinges on the idea of "the one that got away." In this case, she's represented by Susan Glenn, and the protagonist's V.O. reminisces about how he never had the courage to ask her out. The big reveal, however makes the point that he should have had the guts to do so--because he turned out to be someone pretty damn awesome.

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Jul 12, 2012
BBH New York
Ringan Ledwidge
Production Company:
Rattling Stick
Chief Creative Officer:
John Patroulis
Executive Creative Director/Production:
Ari Weiss
Associate Creative Director:
Nate Able
Peter Rosch
Art Director:
Nate Able
Head of Broadcast Production:
Lisa Setten
Agency Producer:
Calleen Colburn
Business Affairs Manager:
Laurie Litonjua
Business Director:
Armando Turco
Director, Strategy:
John Graham
Eric Fernandez
Production Company Partner/Executive Producer:
Jennifer Barrons
Director, Photography:
Matthew Libatique
Line Producer:
Pat Frazier
Visual Effects Company:
The Mill - New York
Charlotte Arnold
Visual Effects Supervisor:
Iwan Zwarts
Fergus McCall
Lead Flame Artist:
Iwan Zwarts
Flame Assistant:
Albert Cook
CG Product:
Isaiah Palmer
Rich Orrick
Assistant Editor:
Healy Snow
Editorial Executive Producer:
Jane Dilworth
Editorial Executive Producer:
Erica Thompson
Music Composer:
Phil Kay
Music Company:
Woodwork Music
Sound Designer:
Brian Emrich
Mix Company:
Rohan Young

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