Unilever is marketing the updated Axe/Lynx hair styling range with “First Impressions Count”, a television advertising campaign aimed at young men. Four videos take grooming to new extremes. “First Impressions Count” highlights the importance of well styled hair when meeting that special someone for the first time. The work features style conscious guys taking their time to get their hair just right in unexpected scenarios, needless to say, the women of their affections are suitably impressed. A surgeon works on the “Messed Up Look”, a burglar works on the “Clean Cut Look”. A starting pistol official works on the the “Natural Look”. An explorer in the wrong place works on the “Spiked Up Look”.
The First Impressions Count campaign was developed at BBH London by creative director David Kolbusz, creative team Matt Fitch, Mark Lewis, Harry Orton and Robin Warman, producer Charlie Dodd, strategic business lead Ngaio Pardon, strategy director Don Hauck, strategist Tim Jones, account director Heather Cuss, and account manager Cressida Holmes Smith.
Post production was done at The Mill.
Sound was produced at Factory.