Axe Surgeon by BBH London, Station Film, The Mill for Axe

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Axe Surgeon

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Industry Hair Care
Media Film
Market United Kingdom
Agency BBH London
Agency Station Film
Director Harold Einstein
Agency The Mill
Production Outsider
Producer Richard Packer @ Independent, Jon Stopp
Released May 2013

Credits & Description

The campaign, 'First Impressions Count', comprises four 20-second films which - in typical Axe style - highlight the importance of well styled hair when meeting that special someone for the first time.
Client: Axe/Lynx
Campaign: Axe Hair Styling
The brief: to launch the updated AXE hair styling range with a new proposition that brings the brand’s unique promise of attraction to the category.
The creative idea, ‘First Impressions Count’ highlights the importance of well styled hair when meeting that special someone for the first time. The work features style conscious guys taking their time to get their hair just right in unexpected scenarios, needless to say, the women of their affections are suitably impressed.
David Kolbusz, Deputy Executive Creative Director at BBH London, said: “We wanted to capture a simple truth about guys and their grooming habits. Whenever a man sees a woman he fancies, he tends to touch up his hair before making the initial approach. We dramatised this behaviour by setting it in the most extreme of circumstances.”
Creative Credits
Client name and title:
BBH Creative Team: Matt Fitch & Mark Lewis and Harry Orton and Robin Warman
BBH Creative Director: David Kolbusz
BBH Producer: Charlie Dodd
BBH Strategic Business Lead: Ngaio Pardon
BBH Strategy Director: Dan Hauck
BBH Strategist: Tim Jones
BBH Team Director: Heather Cuss
BBH Team Manager: Cressida Holmes Smith
Production Company: Outsider and Station Films
Director: Harold Einstein
Executive Producer: Eric Liney
Producer: Jon Stopp/Richard Packer
DoP: Danny Cohen
Post Production: The Mill
Editor/Editing House: The Mill
Sound: Factory
Exposure (where is this work running, country and media type):
The campaign is live in Europe (inlcuding the UK) now, and will launch in North America on 26th May.
TV, online YouTube pre-rolls