Works » Axe

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Industry Cosmetics & beauty products
Media Television & Cinema
Market United Kingdom
Agency BBH London
Agency Biscuit Filmworks
Released March 2012

Awards

ADC Awards 2013
Advertising TV/Film - Television Commercial Merit
One Show 2013
One Show Consumer Television / 60 Second - Campaign Merit
AICP Show, 2013
ADVERTISING EXCELLENCE/CAMPAIGN - Shortlist
COPYWRITING - Shortlist
New York Festival 2013
Film Cosmetics, Beauty Aids & Toiletries GOLD WORLD MEDAL
Clio Awards, 2013
Film Online Gold
Film Television/Cinema Gold
British Arrows 2013
The Winners Household Soaps, Detergents and Toiletries Gold Award
The Winners UK TV Series Gold Award
The Winners Best Over 30 and Up To 60 Second TV Commercial Silver Award
The International ANDY Awards 2013
Television Copywriting Gold
Television Personal Products Silver
Cannes Lions 2012
Film Lions Cosmetics & Beauty Silver

Credits & Description

Type of Entry: Product & Service
Category: Cosmetics & Beauty
Title: BRAINY GIRL
Advertiser/Client: UNILEVER
Product/Service: AXE SENSORIES SHOWER GEL
Entrant Company: BBH LONDON, UNITED KINGDOM
DM/Advertising Agency: BBH LONDON, UNITED KINGDOM
Brief Explanation
Normally Axe films are all about getting the girl. But in this series of 5 films for the Axe Shower gel range with sensory properties, our guys in fact already have the hot girl, and they are demanding. So the role of Axe becomes about keeping up with each girl. The sharp observations of each film are brought to life by the keen eye of director Tim Godsall.
We open on a man dying on stage in the theatre. However we soon find out that the real victim here is the poor boyfriend of a brainy girl. She has dragged her guy along to see a tedious greek play. Despite his abject boredom, he is remaining awake, alert and even cunning: he whips out a bottle of teardrops and applies them to his face, making his girlfriend think that he is crying at the play.
As the play ends our hero leaps to his feat applauding the performance with gusto. However we know it is the brainy girl herself that will show her true appreciation for her boyfriend’s wonderful efforts.
We then see the secret of our hero’s amazing performance – he used Axe Rise shower gel which kept him awake.

The TV Commercial titled Brainy Girl was done by BBH London, Biscuit Filmworks advertising agencies for Axe in United Kingdom. It was released in Mar 2012.