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A New Tone to Grind from Axe?

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Fear No Susan Glenn

Discharge smelly spray across your torso and watch angels fall from heaven. Or spray and wait for women’s clothing to spontaneously come undone. Why do you find that cause and effect so hard to believe?

The Axe/Lynx brands always and forever illustrate teenage male fantasies (“Chicks dig me.”). But this. This is different. Beautifully photographed and polished, this is a believable reminiscence rather than a teenage fantasy. Maybe it’s Kiefer Sutherland’s narration that sets off the nostalgic lighting. Did the older brothers of the junior copywriters at BBH find the creative brief lying around and decide to take a shot at the account? Nice job changing the tone, Peter Rosch & BBH New York.


Via I believe in advertising

Written by kirkistan

July 16, 2012 at 5:00 am

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