'Tis the season for male-grooming brand extensions. Old Spice introduced its shaving gel last week. And now, Axe has updated its range of hair products for men. It's advertising them with four new 20-second ads from BBH London that have launched in Europe and will reach North America this weekend. The creative idea is that well-styled hair is crucial when you meet someone for the first time. The spots present various quirky first-meeting scenarios—the most faux-provocative of which is probably the home-invasion scenario, in which burglar seduces buglee with his perfectly slicked 'do. "We wanted to capture a simple truth about guys and their grooming habits," says David Kolbusz, deputy executive creative director at BBH. "Whenever a man sees a woman he fancies, he tends to touch up his hair before making the initial approach. We dramatized this behavior by setting it in the most extreme of circumstances." More spots and credits below.
CREDITS
Client: Lynx/Axe
Agency: BBH London
BBH Creative Team: Matt Fitch & Mark Lewis and Harry Orton and Robin Warman
BBH Creative Director: David Kolbusz
BBH Producer: Charlie Dodd
BBH Strategic Business Lead: Ngaio Pardon
BBH Strategy Director: Dan Hauck
BBH Strategist: Tim Jones
BBH Team Director: Heather Cuss
BBH Team Manager: Cressida Holmes Smith
Production Company: Outsider and Station Films
Director: Harold Einstein
Executive Producer: Eric Liney
Producer: Jon Stopp/Richard Packer
DoP: Danny Cohen
Post Production: The Mill
Editor/Editing House: The Mill
Sound: Factory