McCreadie Talks Soulmates and Upgraded Axe

This morning, shots.net featured the new Soulmates spot from BBH London which supports the re-launch of Axe. The 90-second ad follows a guy taking fate into his own hands to find his true love, in spite of adversity.

This romantic film shows that soul mates really do exist, but sometimes you need a little help from the upgraded Axe product range to make it happen.

Below, Gary McCreadie, creative director at BBH London, talks about the challenges faced in creating Soulmates as well as the ways in which the mating game has changed throughout the ages.

How challenging was it to come up with an idea that would sum up the brand’s new image?

The ad was to launch the range of improved fragrances and new, redesigned can. An upgraded Axe Effect was the by-product of these two things. It was very challenging to do justice to the new improvements. How do you improve 30 years of very successful and creative advertising? An upgraded love story was born. A love story that lasted through the ages.

How did the idea of fate and soulmates come about and why is it appropriate for AXE?

Not since Nick Gill's Getting Dressed has Axe created an ad, at a brand level, with such a lightness of touch when addressing the 'mating game'. Here we speak about a more meaningful attraction. This will get you your soul mate. New upgraded Axe can even overcome fate itself.

Where was the spot filmed and how long did it take?

The ad was shot over five days in Budapest by Tim Godsall and Biscuit Filmworks. A production that smashed it in terms of quality. Everyone involved pulled out all of the stops.

What were the biggest challenges during the creative process?

The creative team, Matt Fitch and Mark Lewis, and the producer, Chris Watling, will all unanimously say: “the music”. Finding a track that expressed the emotion of our protagonist whilst still driving the narrative and appeasing all the subjective views of entire team was, to say the least, bananas.

It was a long process and without everyone involved being on point the ad itself could have been scuppered by fate. Well done to the whole team for persisting and creating something very special.

So, why did Order of Era’s One end up being the right choice of music?

Before we found this track (which went down to the wire, by the way), we all had our own idea of what sort of music made this ad work as a whole.  Emotional, playful and driving were just a few of the words being banded around. When we found One, we were all in agreement for the first time.

Why was Godsall the best director for the ad?

Tim Godsall is incredible. After working with him on a few occasions we knew that he had all of the tools to get the most out of this script. A perfect blend of wit, emotion and visual tomfoolery. He really is an individual who has it all.

The ad is a step away from the brand's initial promise of 'spray this on and you'll pull' – why did you choose to take a more sentimental approach?

The mating game is changing for young guys today. It’s no longer just about the casual encounters; it’s about relationships with more substance. With this direction, comes a slightly more sophisticated tone. Love is more sophisticated than sex. Meaningful relationships are just as important to guys nowadays as going out on the pull.

What feeling do you want viewers to come away with after watching the ad?

Personally, I would like viewers to be slightly moved by our guy’s plight. To follow someone through thick and thin, despite all of the obstacles that life throws at you, is admirable (obviously in a non-stalky kind of way!)

Other than using Axe, what’s your personal top tip for someone looking to impress their dream partner?

Jump over the crack in the ice and save yourself a few lifetimes!