Axe: High Maintenance Girl

Advertising Agency: BBH, London, UK
Copywriters: David Kolbusz, Simon Pearse, Dan Morris
Art Directors: Emmanuel Saint M’leux, Charlene Chandrasekaran, Rob Ellis
Creative Director: David Kolbusz
Production Company: Biscuit Filmworks
Director: Tim Godsall

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Wordfruit's picture
1023 pencils

Ok. Think I've seen some better Lynx stuff though.

andylefty's picture
4537 pencils

I like how they're told. Feels different to the non-narrated lynx ads.

kleenex's picture
29411 pencils

I like all of them.

thedesignaddict's picture
5391 pencils

I don't get it. Isn't Axe supposed to empower guys? This guy is totally whipped.

Temple's picture
10249 pencils

This is new territory for Axe and there has obviously been a lot of good planning, good brains and good copy behind these "ordinary guys" films. The result is good, with the brainy girl being the best of the bunch and this one the worst.

However at the end of the day, I think the experiment will not hold on for long, and we will go back to the "brings me women" strategy which has worked so well for so many years for the brand.

talkingisfree's picture
2585 pencils

I love this campaign. Plenty of insight, great copywriting and good art. Much more interesting approach for me. The theater film is amazing.

thelionaspirant's picture
143 pencils

If the guy has to make so much effort to get laid then what the fuck is Axe there for?

ABear's picture
194 pencils

Hilarious campaign

Divvya Prakash's picture
Divvya Prakash
29 pencils


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