Axe Film CLEANS YOUR BALLS PRESS CONFERENCE by BBH New York, Hsi

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CLEANS YOUR BALLS PRESS CONFERENCE

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Industry Deodorants
Media Film
Market United States
Agency BBH New York
Director Simon Cole
Executive Creative Director Pelle Sjoenell, Calle Sjoenell
Creative Director Jon Randazzo
Art Director Jason Bottenus
Copywriter Jordan Kramer, Jeff Johnson, Nick Kaplan
Producer Zarina Mak, Michael Mcquhae, James Blom
Editor Robert Ryang
Agency Hsi
Released October 2010

Credits & Description

Category: Internet Film
Advertiser: UNILEVER
Product/Service: AXE DETAILER
Agency: BBH
Production Company: HSI PRODUCTIONS, Culver City, USA
Date of First Appearance: Oct 29 2010
Executive Creative Director: Pelle Sjoenell/Calle Sjoenell
Creative Director: Jon Randazzo
Copywriter: Nick Kaplan/Jordan Kramer/Jeff Johnson
Art Director: Jason Bottenus
Agency Producer: Chad Utsch
Producer: Michael Mcquhae/James Blom/Zarina Mak
Director: Simon Cole
Editor: Robert Ryang
Account Manager: Armando Turco/Shane Chastang
Editing Company: Ps260

English Description
Earlier in the year, we launched an online film to 14-24 yo males about the cleaning power of the Axe Detailer and Axe Shower gel. In order to breakthrough, we knew we needed a message that was just as edgy and funny as the content our target consumes online. So, we made a film that told guys the Axe Detailer, “Cleans your balls.” The film was a success, and we needed to keep the dialog going. Even though the film got a positive response, there was the occasional negative comment referring to the numerous sports equipment double entendres in the film. As a result, we decided to create a mock press conference to address these concerns in a humorous way. The press conference film yielded more tongue-in-cheek double entendres and generated it’s own flood of online views and buzz. To gain more exposure for the second film, we ran a shorter version the film in cinema.