Axe: Office Love

Advertising Agency: BBH, New York, USA
Chief Creative Officer: John Patroulis
Executive Creative Director: Ari Weiss
Art Director: Dave Brown
Copywriter: Ian Hart
Head of Integrated Production: Justin Booth-Clibborn
Head of Broadcast: Lisa Setten
Agency Producer: Melissa Bemis
Business Affairs Manager: Laurie Litonjua
Business Director: Armando Turco
Strategy Director: John Graham
Production Company: Smuggler
Director: Filip Engstrom
DP: Martin Ruhe
Executive Producers: Lisa Rich, Brian Carmody, Patrick Milling Smith
Line Producer: Gustav Geldenhuys
Puppets: Jim Henson's Creature Shop
Editorial Company: Peep Show Post
VFX / Online: The Mill

August 2012


mangodebango's picture
19 pencils

Maybe someone needs to explain this ad to me, but I'm honestly considering to stop using Axe products after seeing this shallow commercial.

You'd think BBH NYC could produce something better.

It lacks any honest message or snappy twist at the end.

I find it offensive - both as a copywriter and a human.

morse's picture
17002 pencils

Were you expecting tits and balls? ;)

.. / .-.. --- ...- . / .- -.. ...- . .-. - .. ... .. -. --.

VampAd's picture
1151 pencils

Dude... plz.

mr.x's picture
996 pencils

Guys sees tits and girls hair, apparently.

VampAd's picture
1151 pencils


NatsN's picture
164 pencils

couldn't agree more's picture
288 pencils

I like it. And I think they are right about the fact ad based on.

miko1aj's picture
3086 pencils

ok, ok – insight is good, but not as true as it seems to be.
And really men notice tits only at first glance? hmm...

Nike Diesel's picture
Nike Diesel
13431 pencils

Sorry, but Yes, "most" men do. Unless you're gay, blind or have some kind of a fetish.

miko1aj's picture
3086 pencils

face, THEN tits. maybe.

CuriousPencil's picture
4225 pencils

I think this is possibly the sweetest Axe spot I've seen. Lovely little play that looks like it's about shyness and coy love and, okay, tits, but in the end they look each other in the eye: the monstrous testosterone of the pit-spray spots is entirely gone, and for a brand to escape that legacy while branching into another personal care range, that's a superb piece of agency engineering there. Most excellent.

miko1aj's picture
3086 pencils

and what about Susan Glenn?

But it's true – this way of thinking is faaaaaaaaaaaaaaaaaaar way better than masculine-macho-testosterone point of view presented before. "Even angels will fall" is good thought in the sense it's properly built, but the very meaning of it was always pathetic in my opinion.

CuriousPencil's picture
4225 pencils

Hadn't seen the Susan Glenn before; really didn't rate the voiceover as much as the script, which kind of fell off once the Big Reveal turned out to be a Big Star: there was no 'closure', apart from turning an everyman situation into a pointed glimpse into that-guy's life. I'd rate this ad way higher than Susan Glenn.

feysal's picture
2561 pencils

i have always liked axe ads and this is no exception its great emotive and connects.

groovy baby!

Vladisko's picture
47 pencils

It is a new shampoo by axe or what? I understand the first thing what women and men see but...

andylefty's picture
4535 pencils

I like the ad. Don't agree with the truth about hair.

Bill Me Now's picture
Bill Me Now
180 pencils

^--- ha, must be bald.

andylefty's picture
4535 pencils

Relax dude, we like you. You don't have to try so hard.

Barbara O.'s picture
Barbara O.
211 pencils

As a female, i beg to object. This insight is not true at all especially on this side of the planet. I for one, look at feet first. It is a nice idea but built on very shaky ground.

Barbara O.

Huub's picture
248 pencils

Men don't wear shoes on your side of the planet, do they.

ancana22's picture
275 pencils

Grande produção, mas já está na hora de mudar a pegada!

kleenex's picture
40638 pencils

That was an odd ad for sure. I liked it...

Huub's picture
248 pencils

Great ad to sell hair gel in an axe way.

arthor's picture
515 pencils

Damn, gotta be the first ad I've seen using daniel johnston in the soundtrack... nice touch.

Temple's picture
11310 pencils

Brilliant. Do haters really work in advertising?.

brookjohnston's picture
296 pencils

You're all missing the point. DANIEL FUCKING JOHNSTON!!!!!!!! Unreal. Home run.

corpuscollossus's picture
41 pencils

Not sure why we should be delighted that Daniel Johnston's music has been co-opted for a basely misogynistic commercial for hair wax or w/e.

Capitano's picture
62 pencils

fab !!

krautland's picture
3216 pencils


damd's picture
159 pencils

What a great idea and insight. Very intelligent approach.

roccoman's picture
13 pencils

not bad i like jojojojo

Nike Diesel's picture
Nike Diesel
13431 pencils

Excellent! Love the insight. Nuttin' but great work!

theacidroom's picture
16 pencils

Like the funny character, but I think is a waste of work... there is no concept here and no connection with the product. And, come on, only because is a very well made ad u can not refuse the fact that is a poor and old point of view... true or not I think that is old.

Lisbon freak's picture
Lisbon freak
492 pencils

I got it immediatly. Intriguing with a good insight. Cannes stuff.

tomaswang's picture
10 pencils

insight is good!

ddm's picture
99 pencils

Só Nice... Men Whom dindt line are gay

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