Axe Film ZIPPER by Ponce Buenos Aires

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Industry Deodorants
Media Film
Market Argentina
Agency Ponce Buenos Aires
Executive Creative Director Joaquin Cubria
Art Director Martin Insua
Copywriter Ezequiel Soules
Production Epoch Films
Director Matt Aselton
Executive Creative Director Ricardo Armentano-Analia Rios
Producer John Duffin
Account Supervisor Pablo Gazera, Tomas Marcenaro
Released October 2010

Credits & Description

Category: Cosmetics & Beauty
Advertiser: UNILEVER
Agency: ponce buenos aires
Production Company: EPOCH FILMS, Beverly Hills, USA
Date of First Appearance: Oct 1 2010
Chief Creative Officer: Hernan Ponce
Executive Creative Director: Analia Rios/Ricardo Armentano/Joaquin Cubria
Copywriter: Ezequiel Soules
Art Director: Martin Insua
Agency Producer: Roberto Carsillo/Elizabeth Crego
Account Supervisor: Pablo Gazera/Tomas Marcenaro
Advertiser's Supervisor: Luciano Landajo/Fernando Caballero
Producer: John Duffin
Director: Matt Aselton
Post Production: Arcade Edit
Planner: Marina Pen
Other Credits: Client Services Director: Vanina Rudaeff

English Description
At a building porch, a girl of 17 years old asks her friend to lift the zipper of her dress. The guy accepts without any problem. At the moment when he is helping her, a huge construction worker appears. They start fighting to raise and low the zipper. Finally the guy gets to lift it up.
The construction worker can´t believe it. He looks at him like saying “you are lost, you don´t know what you´re doing” and he gives the guy the New Axe Ex-Friend. The guy applies it under his t-shirt.
What you add as a friend, you take away as a man.
Finally the girl lows down the zipper and looks at him like inviting him to her house. We see the pack over a table, and the construction worker appears behind.
New Axe ExFriend. Fewer friends, more women.