Women are rubbing frying pans on their butts, communing on the floor with toasters, fondling staplers, inhaling tin foil and getting up close and personal with metal walls. Why? Because some skinny lad tossed his empty Axe body spray into the recycling bin and there's a "new, longer lasting Axe effect." This is all shot in steely, evocative near black and white by none other than Noam Murro. Languid, metallic-tinkly mood music makes it work like a magnetic charm. We're buying Axe and lining our boxers with lead.
Client: Axe Agency: Bartle Bogle Hegarty/N.Y. ECD: Kevin Roddy GCD: William Gelner CWs: Mathew Ian, Brian Friedrich AD: Amee Shah Agency Producers: Bruce Wellington, Stacey Higgins Director: Noam Murro/Biscuit Filmworks Editor: Avi Oron Music: Leap Music