Ad of the Day – August 21 (New York)

Your daily dose of advertising awesomeness from around the world!

Today’s pick:

  • Agency: BBH NY
  • Location: New York, NY
  • Client: Axe
  • Name: “Office Love”
  • Category: Film

Why I like it: So much has been written, seen and debated about Axe that it’s hard to look at one of their spots without preconceived notions of horny teenage-boy fantasies. But put that out of your mind as you look at this lovely little ad for their shampoo. Two things jumped out at me as I watched. One, I love the insight about hair being the thing that girls see first. It’s different, intriguing, it rings true, and it fits perfectly within Axe’s brand positioning but in a more clever, slightly less over-the-top way. But the most obvious thing is the creative approach. Completely absurd and surreal…but it does manage to be endearing, truthful (what the guys look at first…true), and even sweet in depicting this budding office romance (which is not the common Axe approach.) It’s so obvious, isn’t it?: those of us in the industry (agency AND client) must take chances…or face indifference. There are probably 10 ways to make an ad about this insight, and very likely this is the only one that you would notice immediately on TV, that would catch your attention and even stick in your mind a couple of days later. This is the one you want…but that means that you had to had the courage of not going for the other 9. We should think about that as we engage with creativity: are we being courageous? If we aren’t, why should we expect the consumer to remember us?

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