Axe 'Axe White Label' by BBH NY

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Axe "Axe White Label" by BBH NY.
Axe "Axe White Label" by BBH NY.

BBH NY sharpens Axe's branding aimed at more mature males in a series of TV spots

Three new spots from Axe cover its new "White Label" product line. Gone are the staples of former Axe commercials (like women falling from the sky), as the brand aims for more grown-up audience that cleans up nice for work or play.

Each spot begins with the hero walking in the door of a restaurant, pool or hotel and turning at least one head. As BBH NY's executive director says, "… You've seen this moment a million times: someone with confidence walks in the front door, and everyone turns and wonders who they are."

Voiceovers from the women (and a few men and a dog) judge the hero's swagger to mean he must be someone of importance, such as a vaudeville star, a Siberian underground boxer or a Mongolian comic. If you want to know who they really are, though, you'll have to watch the spots.

Campaign credits


Agency: BBH New York
CCO: John Patroulis
Executive Creative Director: Ari Weiss
Creative: Dean Woodhouse
Creative: Hugo Bierschenk
Creative: Reuben Hower
Creative: Chuck Tso
Head of Integrated Production: Carey Head
Head of Content Production / Producer: Kate Morrison
Business Affairs Manager: Shaunda Slade
Head of Account Management: Armando Turco
Global Business Director: Torrey LaGrange
Account Manager: Connor Keeshan
Account Executive: Mike Mueller

Production:
Smuggler Director: Ivan Zacharias
Executive Producers: Patrick Milling Smith & Brian Carmody, Allison Kunzman
Producer: Nick Landon
DP: Jan Valecky

Editor: Filip Malasek

VFX/Online/Color: The Mill New York
Exec Producer: Verity Grantham
Producer: Alex Fitzgerald
Shoot Supervisor: Iwan Zwarts
2D Lead Artist: Iwan Zwarts
3D Lead Artists: Emily Meger
2D Artists: Kshitij Khanna, Ashleigh Anderson
3D Artists: Navdeep Singh
Colourist: Adam Scott

Music: Woodwork Music
Composer: Phil Kay
Music Producers: Rachel Wood & Andy Oskwarek

VO record / Mix: Sound Lounge
Sound Mix: Tom Jucarone- Sound Mix

Sound Design: Henryboy
Sound Designer:  Bill Chesley
Exec Producer: Kate Gibson