In this ad there are ten hidden women, body-painted to melt into the background like we've seen in so many ad photographs before. Is this a first for a commercial? Probably. The question is, why are so many women hiding around this slobs house? Aaaah, Axe, is there anything you can't do?

See also

Client: AXE Title: Rise Up Directors: AB/CD/CD Production: FRENZY Paris Exec Producer: Elsa Rakotoson Agency: Buzzman Creative Director: Georges Mohammed-Cheriff Art Director/Copywriter: Sebastien Partika, Edouard Olhagaray Producer: Cleo Ferenczi DP: Nicolas Loir Production Designer : Geraldine Stivet Wardrobe Stylist: Jean-Marc Mirete, Jean-Charline Tomlinson Make-up: Olivier Afonso Post-Production: Firm Studio

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.

Comments (3)

  • fairuse's picture

    It may be a first for the EU side of the big pond. In the future NAU (North American Union /joke) this was done in a pharmaceutical commercial shown in USofA. I really cannot recall which one because I ignore Rx ads. They are ridiculous; every one of them has people smiling like they are on a acid trip.

    Also, this ad cheated by showing X number of women while the dude walks around - hey no spoilers! Want the seconds:frame numbers? Cost ya.

    Signed, needed a distraction

    Jun 17, 2010
  • Dabitch's picture

    A US pharma ad employed this visual trick? Would be fun to compare in Badland. Can't recall the brand even just a little bit?

    Jun 17, 2010
  • fairuse's picture

    I am working it. Dam nap schedule. No Napping during big pharmacy hours, i.e., soaps on tv afternoons and after 9 PM dramas. Rx ads at 0300 Not! But ... It will rise from my sub-subconscious.

    Recall beginning:

    Lady painted like the bus seat fabric - faded into the background (mega wallflower? Nope is depressed.)

    Another lady painted like movie's outside poster wall,

    And of course Mr Voiceover yammers away.

    There is more but that is the theme. Betting that once I get the name, a visit to their site (or utube) will find video. A pill info site will. delete will add may

    Going to wash keyboard now - it feels dirty. rX ads are tv money p0rn.

    Hope that helps with badland.

    Jun 18, 2010