Axe : Lifeguard -- Super Bowl XLVII

Lifeguard's got competition.

Published On
Jan 27, 2013

Editor's Pick

Axe makes it first-ever appearance in the Super Bowl with a lifeguard-themed rehash of its previous "Fireman" spot, via BBH London. Following the same tack as the previous commercial, this film, directed by Tim Godsall at Biscuit, features a hunky lifeguard that saves a damsel's life -- only to find that she doesn't really care, because there are cooler professions out there. A full-length, one-minute version of the spot can be found here.

The spot promotes Axe's "Apollo" variant, created to promote a campaign that will send regular guys into space via the Axe Apollo Space Academy. Deadline to enter the contest is midnight, Super Bowl Sunday.


Jan 28, 2013
Brand :
Client :
Creative :
Wesley Hawes
Creative :
Gary McCreadie
Creative :
Diego Oliveira
Creative :
Caio Giannella
Creative Director :
David Kolbusz
Producer :
Ruben Mercadal
Producer Assistant :
George Ancock
Production Company :
Biscuit Filmworks
Director :
Tim Godsall
Executive Producer :
Orlando Wood
Producer :
Rick Jarjoura
Director, Photography :
Jess Hall
Post Production :
Sound Design :
Phaze UK
Sound Design :
Raja Sehgal
Music :
Human Worldwide
Agency :

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Project Type