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Editors' Choice

Who Is This Magnificent Man of Mystery in the Newest Axe Campaign?

BBH New York, 2 years, 10 months ago

Editors' Choice: BBH New York releases Axe White Label product line with an enticing & thrilling campaign

Who Is This Magnificent Man of Mystery in the Newest Axe Campaign?

BBH New York is releasing its latest work for Axe – its first integrated campaign for the brand since the multi-award-winning “Fear no Susan Glenn.” The campaign will launch the Axe White Label product line of stick and dry spray deodorant and hairstyle cream. Under the new tagline “How You Feel Says It All,” all three spots were shot by acclaimed Smuggler director Ivan Zacharias at an upscale resort in Lake Como. Each features an elegantly dressed and well-groomed man. 

His use of Axe White Label products gives his demeanor a visceral confidence, inspiring onlookers in the world around him to project images of the exciting career and lifestyle he must lead. Each spot ends with a reveal that he, in fact, is just a resort employee.

The work targets a new, more mature male audience than previous Axe campaigns, which is reflected in the ritzy setting and a cast of older, wealthier, more sophisticated women. The three spots are currently public online; on December 29th, the “Hotel” and “Pool” spots will hit TV, and all films will be live on the White Label website on January 2nd. It’ll all culminate with a White Label Collective activation on the website on January 13th.

Ari Weiss, Executive Creative Director, BBH New York commented: "If you've ever been out to a restaurant in Los Angeles, you've seen this moment a million times: someone with confidence walks in the front door and everyone turns and wonders who they are. We figured we'd recreate this phenomenon in more eclectic environments and spend some time enjoying the different archetypes our hotel guests incorrectly imagine our heroes embody."

Ivan Zacharias, Director, had a great experience whilst shooting the spots: "I loved the idea of spending time in people’s minds as they judge someone. Usually your judgments say much more about you than the person you’re judging. That, and how often do you get to shoot a Riva, a dog show, a Siberian fight scene and a Mongolian comedy club in a single film?"


Advertiser: Axe

Creative Agency

Account Director: Armando Turco

Account Manager: (Exec) Mike Mueller, Connor Keeshan

Creative Agency: BBH New York

Business Affairs: Shaunda Slade

Business Director : Torrey LaGrange

Chief Creative Officer: John Patroulis

Creative: Dean Woodhouse, Hugo Bierschenk, Reuben Hower, Chuck Tso

Executive Creative Director: Ari Weiss

Head of Content Production: Kate Morrison

Head of TV / Production: Carey Head

Music and Sound

Composer: Phil Kay

Executive Producer: Kate Gibson @ Henryboy

Music Production: Woodwork Music

Producer: Rachel Wood & Andy Oskwarek

Sound Design: Bill Chesley @ Henryboy

Sound Mix: Tom Jucarone- Sound Mix


Editor: Filip Malasek

Post Production / VFX

2D Artists: Kshitij Khanna, Ashleigh Anderson

2D Lead Artists: Iwan Zwarts

3D Artist: Navdeep Singh

3D Lead Artist: Emily Meger

Colourist: Adam Scott

Executive Producer: Verity Grantham

Post Production House: The Mill New York

Producer: Alex Fitzgerald

Shoot Supervisor: Iwan Zwarts

Production Company

Director: Ivan Zacharias

DOP: Jan Valecky

Executive Producer: Patrick Milling Smith & Brian Carmody, Allison Kunzman

Producer: Nick Landon

Production Company: Smuggler

Category: Beauty/health , Deodorant

Genre: Comedy , Stunts