Axe are marching into the finishing touches of mens grooming with a series of hair styling tools. But what is this stuff, and how do you use it? Stepping away from their by now seriously tedious naked women fall out of the sky creative tactic, these hairstyling ads are a subtle demonstration of how to apply which product to achieve the right results. Do it right and a pretty woman will magically appear. Oh, I see what you did there Axe.

In this one, handsome man on a boat experiencing a heavy storm demonstrates "the messy look". Boat not included.

Agency: BBH, London Creative Team: Harry Orton and Robin Warman, Mark Lewis and Matt Fitch Creative Director: Gary McCreadie and Wesley Hawes Deputy Executive Creative Director: David Kolbusz Producer: Glenn Paton Strategic Business Lead: Ngaio Pardon Strategy Director: Jonathan Bottomley Strategist: Tim Jones Team Directors: Heather Cuss/Roxane Gergaud Team Manager: Cressida Holmes-Smith Production Company: Caviar Director: Nick Jasenovic Executive Producer: Anna Smith Producer: Neil Cray DP: Ben Todd Post Production: Framestore Editor/Editing House: Sam Jones at Cut+Run Sound: Factory Studios Sound Engineer: Sam
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about the author

Dabitch Creative Director, CEO, hell-raising sweetheart and editor of Adland. Globetrotting Swede who has lived and worked in New York, London, San Francisco, Amsterdam, Copenhagen and Stockholm.

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