Even Home Intruders Get the Girl in Campaign for Axe’s New Hair Products

Quite the first impression

'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.


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: James Rosen

Edit House: Final Cut Ltd

Sound: Factory