BBH NY Gets Creative with Axe

Axe, this year's shots Awards Client of the Year, is back with a new campaign to promote their White Label product line of stick and dry spray deodorant and hairstyle cream. Created by BBH New York and shot by Smuggler's Ivan Zacharias the three-spot campaign is aimed at a more mature male audience.

The spots, called Hotel [above], Pool [below] and Knife [bottom] show what happens when you judge someone by their appearance, and let your imagination run wild. "If you've ever been out to a restaurant in Los Angeles," says BBH's ECD, Ari Weiss, "you've seen this moment a million times: someone with confidence walks in the front door and everyone turns and wonders who they are. We figured we'd recreate this phenomenon in more eclectic environments and spend some time enjoying the different archetypes our hotel guests incorrectly imagine our heroes embody."

"I loved the idea of spending time in people’s minds as they judge someone," explains Zacharias. "Usually your judgments say much more about you than the person you’re judging. And how often do you get to shoot a Riva, a dog show, a Siberian fight scene and a Mongolian comedy club in a single film?"

The three spots are currently online with Hotel and Pool hitting TV screens on on December 29. All films will be live on the White Label website on January 2 before culminating with a White Label Collective activation on the website on January 13.

You can read more about Weiss and BBH NY CCO John Patroulis here.