FIRST IMPRESSIONS COUNT WITH AXE

"First Impressions Count" highlights the importance of well-coiffed hair when meeting that special someone for the first time.

The work features style conscious guys taking their time to get their hair just right in unexpected scenarios, needless to say, the women of their affections are suitably impressed. The Axe/Lynx campaign is from BBH, London.

We see the likes of a surgeon working on the "Messed Up Look", a burglar working on the "Clean Cut Look", a starting pistol official on the "Natural Look" and an explorer in the wrong place on the "Spiked Up Look".

"We wanted to capture a simple truth about guys and their grooming habits," saysDavid Kolbusz, deputy executive creative director at BBH London.

"Whenever a man sees a woman he fancies, he tends to touch up his hair before making the initial approach. We dramatised this behaviour by setting it in the most extreme of circumstances."

Video: Axe "Burglar" by BBH, London

Video: Axe "Surgeon" by BBH, London

Video: Axe "Track" by BBH, London

Video: Axe "Tribe" by BBH, London