Axe Soul mates Don’t Rely on Fate
Unilever is promoting an upgraded line of Axe products for men with “Soul mates”, a commercial tracing a young man’s efforts to connect with a woman through history. Beginning with an ice age scene reminiscent of Jon Snow’s appearance in Game of Thrones, the ad follows his perilous quest through scenes from Pompeii, a sultan’s court, the Wild West, the RMS Titanic, World War II, a Vietnam war protest. Finally boy meets girl in a gas station, just in time to miss a new disaster. Music is an Order of Era cover of “One (is the loneliest number),” Harry Nilsson’s song made famous by Three Dog Night in 1969. The integrated campaign spans television, cinema, out of home, print, mobile and digital media.
The Fate campaign was developed at BBH London by deputy executive creative director David Kolbusz, creative directors Cary McCreadie and Wesley Hawes, creative team Matt Fitch and Mark Lewis, interactive art director Vinny Olimpio, strategic business lead Ngaio Pardon, agency producer (TV) Chris Watling, assistant producer Vaia Ikonomu, agency producer (print) Sally Green, account team director Heather Cuss, account team manager Amy Forster, strategy directors Agathe Guerrier and Tim Jones, strategist Shadi Sarreshtehdarzadeh, working with Axe global VP Tomas Marcenaro, global brand director Fernando Desouches, senior global brand development manager Jeronimo Cadenas and global brand manager Michal Berski.
Sound was designed and mixed by Raja Sehgal and Miles Kempton at Grand Central.
Music, “One” performed by Order of Era, was supervised by The Most Radicalist Black Sheep Music and produced at Leland Music. Order of Era marks a collaboration between two already established bands, Civil Civic and Hunting. ‘One’ will be their debut single which will be hitting the airwaves in May.
Print CGI was by Richard Green at Wellcom.