Axe Profiles Great Love Stories Throughout History That Never Were

Soulmates, Don't Leave Love Up to Chance

Published On
Apr 22, 2014

Editor's Pick

Couples throughout history have long relied on fate -- or more appropriately, dumb luck -- when it comes to meeting each other. Little did they know that their chance meetings could just as easily have not taken place at all, thanks to factors completely beyond their control. Axe and BBH London re-launch the Axe range (including new cans and package designs) with "Soulmates," a spot that shows how a random bar fight, a group bow, or a couple of police officers stopped what could have been great love stories -- all for the same guy.

Thankfully, there's Axe, which eliminates fate forever, guaranteeing you true love -- or at least some action. Tim Godsall of Biscuit directs the film, which set is to a cover of Harry Nilsson's "One," by Order of Era.


Apr 22, 2014
Brand :
Client :
Agency :
Deputy Executive Creative Director :
David Kolbusz
Creative Director :
Gary McCreadie
Creative Director :
Wesley Hawes
Creative Team :
Matt Fitch
Creative Team :
Mark Lewis
Interactive Art Director :
Vinny Olimpio
Producer :
Chris Watling
Producer Assistant :
Vaia Ikonomou
Production Company :
Biscuit Filmworks
Director :
Tim Godsall
Executive Producer :
Orlando Woods
Producer :
Rick Jarjoura
Director, Photography :
Tim Hudson
Post Production :
Electric Theatre Collective
Editor :
Rick Russell
Editing Company :
Final Cut
Sound Design/Mix :
Raja Sehgal (Grand Central Sound Studios)
Sound Design :
Miles Kempton
Music Supervision :
Leland Music
Producer :
Sally Green
Richard Green

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Project Type