AXE / Lynx - Susan Glenn - (2012) :60 (USA)

She's not A girl, she's THE girl. Fear No Susan Glenn.

...an with this ad, Axe drops the tired old "gets you laid" schtick and grows up to be all poetic.

The name Susan Glenn has been planted all over the web since May. Online slang dictionary defines Susan Glenn as "That girl that you like so much but you never actually flirt with because you are too worried about messing it all up", and in a post made a month ago on the "all posts are actually ads" site known as Buzzfeed you will find Dudes failing to get their Susan Glenn in 11 gifs.

It seems to me that this is only the beginning, and teaser-like campaigns tend to end badly in the creative department.

AXE
Principal talent: Kiefer Sutherland
Director: Ringan Ledwidge of Rattling Stick
CLIENT: Unilever
Brand: AXE

AGENCY: BBH New York
Chief Creative Officer: John Patroulis
Executive Creative Director: Ari Weiss
Associate Creative Director: Nate Able
Copywriter: Peter Rosch
Art Director: Nate Able
Head of Broadcast: Lisa Setten
Agency Producer: Calleen Colburn
Business Affairs Manager: Laurie Litonjua
Business Director: Armando Turco
Account Director: Mandy Dempsey
Strategy Director: John Graham
Strategy Director: Griffin Farley
Strategist: Eric Fernandez

PRODUCTION COMPANY: Rattling Stick
Director: Ringan Ledwidge
Production Company Partner/EP: Jennifer Barrons
DP: Matthew Libatique
Line Producer: Pat Frazier

VFX Company: The Mill NY
Producer: Charlotte Arnold
VFX Supervisor: Iwan Zwarts
Colorist: Fergus McCall
Lead Flame: Iwan Zwarts
Flame Assist: Albert Cook
CG product : Isaiah Palmer
Editorial: Work (NY)
Editor: Rich Orrick
Assistant Editor: Healy Snow
Editorial EP: Jane Dilworth/Erica Thompson
Music Composer: Phil Kay
Music Company: Woodwork Music
Sound Designer: Brian Emrich
Mix Company: LIME
Mixer: Rohan Young