Axe Tones it Down in New, Angelic Spot

By Michael Musco 


If you’re familiar with Axe spots, and we know you are, it’s all about selling sexual attraction and of course, the cosmetics brand has no shame showcasing what are usually absurd scenarios. While of course still selling the horizontal mambo, BBH UK takes a more angelic, subdued approach this time around to promote the brand’s Excite line. The spot depicts the residents of a picturesque European town going about their daily business who are suddenly confronted by beautiful female angels who fall from the sky. But why fill in the rest of the blanks in this self-explanatory clip, which was directed by Rupert Sanders and features a cover of Air’s 90’s classic, “Sexy Boy.”

View full credits after the jump.


Creative Credits:
BBH Creative Team: Hugo Bierschenk & Dean Woodhouse
BBH Creative Director: Dominic Goldman
BBH Producer: Davud Karbassioun, Chris Watling
BBH Team Director: Keir Mather

Production Company: MJZ
Director: Rupert Sanders
Producer: Suza Horvat
DoP: Alex Barber
Post Production: The Mill
Editor/Editing House: Bill Smedley @ Work Post
Sound: Wave Studios
Music: “Sexy Boy” by The Fallen Angels (a cover of “Sexy Boy” by Air)