AXE CELEBRATES DULL DAYS OF THE WEEK
Why save your best for the weekend? Axe and BBH London’s motivational spots show why Mondays and Wednesdays need not be dull ever again.
Axe takes a break from its usual romantic dating and mating advertising with two spots from BBH London that unlocks the potential for the more dull, tougher days of the week.
The campaign is all about "owning" Mondays and Wednesdays and facing the world with confidence. Directed by Riff Raff Films' Jonas Euveremer and François Rousselet, the two spots are done a tongue-in-cheek, blockbuster style with some comedy moments.
Alongside a motivational voiceover, some creative typography and an uplifting synth, the Monday’s 50 second spot shows the daydream of a protagonist imagining a cinematic version of the day ahead.
Accompanied by an entourage that helps him get dressed in a suit, the office worker spreads the energy through bits of animations and even takes someone on in a boxing ring.
Wednesday’s spot talks in the same vein of power dressing, power lifting and power ballads.
“With Axe’s new range of fine fragrance bodysprays, you can feel like a boss every day of the week,” says BBH Creative Director Gary McCreadie.
“These ads are a pep talk to guys to go after Monday and knock Wednesday out of the park. To take advantage of the days where no one else tries.”
The ads will first air in Latin America, Australia and New Zealand before running in the UK in 2015.
1 September 2014
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