Axe: Soulmates
BBH London takes fate into its own hands with romantic Soulmates campaign launching new Axe product designs.
Credits
powered by
- Agency Bartle Bogle Hegarty (BBH) UK/UK
- Production Company Biscuit Filmworks UK
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Credits
powered by
- Agency Bartle Bogle Hegarty (BBH) UK/UK
- Production Company Biscuit Filmworks UK
- Sound Design Grand Central Recording Studios (GCRS)
- Post Production Electric Theatre Collective
- Editing Company Final Cut
- Editor Rick Russell
- Director of Photography Tim Hudson
- Agency Producer Chris Watling
- Executive Producer Orlando Wood
- Creative Matt Fitch
- Creative Mark Lewis
- Director Tim Godsall
- Producer Rick Jarjoura
- Creative Director Gary McCreadie
- Creative Director Wesley Hawes
- Sound Designer Miles Kempton
- Sound Designer Raja Sehgal
- Interactive Art Director Vinny Olimpio
- Interactive Art Director
Credits
powered by
- Agency Bartle Bogle Hegarty (BBH) UK/UK
- Production Company Biscuit Filmworks UK
- Sound Design Grand Central Recording Studios (GCRS)
- Post Production Electric Theatre Collective
- Editing Company Final Cut
- Editor Rick Russell
- Director of Photography Tim Hudson
- Agency Producer Chris Watling
- Executive Producer Orlando Wood
- Creative Matt Fitch
- Creative Mark Lewis
- Director Tim Godsall
- Producer Rick Jarjoura
- Creative Director Gary McCreadie
- Creative Director Wesley Hawes
- Sound Designer Miles Kempton
- Sound Designer Raja Sehgal
- Interactive Art Director Vinny Olimpio
- Interactive Art Director
To support the re-launch of the Axe product range, BBH London has created a campaign that rewrites history.
Soulmates is a 90-second spot based on the idea that the new Axe, which includes an upgraded fragrance property and revamped packaging, allows guys to transform their fortunes and determine their own fate.
The rules of seduction have changed in this new ad, with sentiment replacing the comedy found in previous campaigns. A love story unfolds, showing a man travelling through the ages in the hope of winning over a beautiful girl, before returning to the modern-day moment and talking to her.
While it’s implied that Axe continues to help men succeed in the game of attraction, the new campaign adopts a more progressive approach – following two soulmates, through the ages.
Read our interview with the spot's creative director Gary McCreadie here.
Connections
powered by
- Agency Bartle Bogle Hegarty (BBH) UK
- Editing Company Final Cut
- Post Production Electric Theatre Collective
- Production Biscuit Filmworks UK
- Sound Design Grand Central Recording Studios (GCRS)
- Agency Producer Chris Watling
- Creative Mark Lewis
- Creative Matt Fitch
- Creative Director Wesley Hawes
- Creative Director Gary McCreadie
- Director Tim Godsall
- Director of Photography Tim Hudson
- Editor Rick Russell
- Executive Producer Orlando Wood
- Producer Rick Jarjoura
- Sound Designer Raja Sehgal
- Interactive Art Director Vinny Olimpio
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