Nicknames - Tommy Hugs by Ponce Buenos Aires for Axe

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Nicknames - Tommy Hugs

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Industry Deodorants
Media Film
Market United States
Agency Ponce Buenos Aires
Executive Creative Director Matias Ballada, Luigi Ghidotti
Creative Director Eric Chaulet, Ignacio Perez De Muro
Production Landia
Director Agustin Alberdi
Released September 2016

Awards

Cannes Lions 2017
Film TV / Cinema Film: Cosmetics & Toiletries Bronze Lion

Credits & Description

Title: Tommy Hugs
Agency: Ponce
Brand: Unilever
Country: Argentina
Entrant Company: Ponce, Buenos Aires
Advertising Agency: Ponce, Buenos Aires
Production Company: Landia, Buenos Aires
Executive Creative Director: Luigi Ghidotti (Ponce)
Executive Creative Director: Matias Ballada (Ponce)
Creative Director: Ignacio Perez De Muro (Ponce)
Creative Director: Eric Chaulet (Ponce)
Client Services Director: Luz Pasman (Ponce)
Group Of Brands Director: Pilar Lopardo (Ponce)
Brand Supervisor: Catalina Aguirre (Ponce)
Audiovisual Production Director: Roberto Carsillo (Ponce)
Agency Producer: Jose Silva (Ponce)
Account Executive: Rodrigo Acuña (Ponce)
Film Director: Agustin Alberdi (Landia)

Title/Título: Tommy Hugs
Brand/Marca: Axe
Advertiser/Anunciante: Unilever
Agency/Agencia: Ponce
Country/País: Argentina

Synopsis:
These are stories of particular men who manage to preserve their style thanks to Axe’s new antiperspirant line.This is the story about Tommy, a pizza delivery guy who is such a friendly character, he is a ”serial hugger”. We see him hug his boss, his clients, his father in law, basically he hugs everyone he comes across. He hugs to say hello, he hugs to say goodbye and he even hugs to say: “the food was incredible”. He’s just a very affectionate guy. This wouldn’t be such a problem if he weren’t significantly taller than everybody he hugs, which is why they all end up unwillingly facing Tommy’s underarm. Luckily for them, he always wears the New Axe Antiperspirant with Anti-Bacterial Effect that keeps him fresh to hug all day.