IDEA: For its new Axe spot, BBH in New York wanted to dramatize the idea of the girl who got away—and warn its young customers not to let it happen to them. The agency thought it would be most compelling if a celebrity told the story of a lost chance from high school. “It doesn’t matter how charismatic or handsome or funny you are. Everybody has had that person who renders them useless,” said BBH executive creative director Ari Weiss. The agency got Kiefer Sutherland on board to tell the tale of Susan Glenn, his (fictional) girl who got away, in a stylish, surreal spot that plays like a memory—with poetic narration and quietly fantastical dream sequences that lend the sometimes meatheady brand an air of sophistication.