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Axe Collision

Two crazy commercials directed by Luc Schurgers for Axe and 72andsunny

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Some things sound hard to believe, but are actually true. Like a strange deodorant scent that smells, in fact, good. To illustrate this, Axe presents two perfectly factual, but possibly hard to believe scenarios. For example, did you know that kangaroos can’t walk backwards? You would if you had ever encountered one of Australia’s finest in an airplane aisle. Also true: people can memorize more songs than a jukebox. Just ask the fellow singing a song from within an actual jukebox.

Client
Axe
Agency
72andsunny
Agency Producer
Sigfrid Marine
Creative director
Adam Koppel
Creatives
Dimitri Deneuville, David Diankanguila
Director
Luc Schurgers
Executive Producer
Yvonne Knook
Cinematographer
Gabor Deak
Producer
Mimoun Bouchammir

Unilever’s men’s grooming brand Axe has some pretty unusually scented deodorants in its Collision range. It’s only right that they are advertised with some pretty unusual commercials. Luc Schurgers directed two for Axe Collision Fresh Forest and Grafitti. ‘I didn’t want to use CGI,’ he says, ‘and during research we found that we could buy a dead kangaroo and have it stuffed. There’s someone behind it puppeteering with his hand. We had built a special rig and the kangaroo could even jump, but that didn’t quite work within the confines of an airplane.’

I didn’t want to use CGI and during research we found that we could buy a dead kangaroo and have it stuffed.

Unilever’s men’s grooming brand Axe has some pretty unusually scented deodorants in its Collision range. It’s only right that they are advertised with some pretty unusual commercials. Luc Schurgers directed two for Axe Collision Fresh Forest and Grafitti. ‘I didn’t want to use CGI,’ he says, ‘and during research we found that we could buy a dead kangaroo and have it stuffed. There’s someone behind it puppeteering with his hand. We had built a special rig and the kangaroo could even jump, but that didn’t quite work within the confines of an airplane.’

It’s all true!

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