Tuesday, September 19, 2006

The Axe Effect!!

Fallen Angel takes the idea that a woman will do anything for a man wearing Axe to the extreme. In the shot we see an Angel who has just landed on Earth after making the ultimate sacrifice, giving up her wings after getting a whiff of a man wearing Axe.

Product: Axe >> Title: Fallen Angel >> Agency: Lowe Bull, South Africa >> Country: South Africa >> Creatives: Gareth Lessing (Executive Creative Director) >> Tatjana Buisson/ Gareth Lessing (Art Director) >> PJ Eales (Copywriter) >> Other Credits: Photographer: Jason R >> Retoucher: Gareth Lessing

8 comments:

Todd W. said...

Ordinarily I think the subtle Axe Effect ads are subtle and clever, but this one is just too obscure. I don't think this one is intelligible to anyone without the explanation you provided.

damien said...

i love it. they took a product, took its common proposition and took an entirely different approach to convey the message.

"Fallen Angel"

true, many might not get it upon initial viewing but sooner or later they will. its uber-artistic and most definitely NEVER been done before. gotta love SA advertising baby! mind sendin me a copy?? i got a vacant wall heheheh.

Manjusha said...

I thought this ad was a but much.

cipher said...

Damien, I'd love to. drop me a mail or post ur id here! glad you like it.

Martina said...

Well, the concept of "fallen angels" is exactly the same Diesel uses in its current F/W advertising campaign. It would be interesting to know when this campaign has been created.

R. said...

It is still running, but it started back in May when they made these stunts, actually having the wings of Angels crash into cars and float down rivers. There is a site all about it still at Fallenwings.org, and the campaign can be seen at Diesel.com - worth checking out for it's integrated flash video. Still I like the Axe image, and like Diesel advertising has been famed for, aim high and not trying to be understandable by all - so complements for being brave and not treating us all as stupid consumers!

R. said...

It is still running, but it started back in May when they made these stunts, actually having the wings of Angels crash into cars and float down rivers. There is a site all about it still at Fallenwings.org, and the campaign can be seen at Diesel.com - worth checking out for it's integrated flash video. Still I like the Axe image, and like Diesel advertising has been famed for, aim high and not trying to be understandable by all - so complements for being brave and not treating us all as stupid consumers!

Anonymous said...

"fallen angel" is a common english phrase for an unwed mother, mostly young...