This is a very very cool design for an AXE promotion. It tops many ad campaigns with its strong visual. A picture that’s good enough for winning prizes in professional shows. Art, photography and advertising melt together. The story behind this visual is this one: “the ultimate sacrifice for an angel is to give up his/her wings and become a mortal human being. Wearing AXE, you’ll be so ‘darn hot’ that beautiful angels like the one pictured below will sacrifice their wings to be with you.”. [Southern Accent] dammit wheres my boots? [end Southern Accent]. Impressive picture, really.
Title: Fallen Angel
Agency: Lowe Bull, South Africa
Creative Director: Gareth Lessing
Art Directors: Tatjana Buisson, Gareth Lessing
Copywriter: PJ Eales
Photographer: Jason R
Retoucher: Gareth Lessing
Charles Edward Frith
September 24, 2006 at 2:34 am
Fallen Angel!
Juan Carlos Labbé
September 24, 2006 at 7:21 am
And if you didn’t know “the story behind” this ad, would you be able to understand it then? I think not, and therefore what’s presented here is only a nice picture without a real commercial value for the Axe brand.
In my opinion this graphic is not in line with the other great ads we’ve seen in the past for this brand. I can agree that the idea behind is great, and speaks the Axe language, but how it’s presented… not. An ad that doesn’t tell the story by it’s self isn’t a good ad.
M.
September 26, 2006 at 9:13 am
Hi, I was the previous Assistant Brand Manager for Axe in South Africa… this creative direction for a print ad was proposed… many times and was denied because of similar reasons as the comment above.
Seems the agency have gone behind the brand Team’s back to get his done :P and most likely for awards or some shit like that :P
Peace,
M.
ivan
September 26, 2006 at 12:35 pm
I think the ad is very clear, no need for any explanation. Brand managers many times underestimate the consumers intelligence. The issue isn’t black and white. There will always be some group of ppl who don’t get it, and others who do. The question is what makes more business sense? The target lets say the top 50 percent of intelligent ppl who get the ad and lose 50%. Or target the dumber 50% and lose the top 50%. If you think about it — intelligent ppl are trend setters, so they will carry the message with them and the trend will reach the bottom 50% ultimately anyway. If you target the lower 50% you will lose the top 50% forever. Of course these numbers are rough, but they hopefully demonstrate the different stratgegies you can follow.
Danel
July 10, 2007 at 4:36 pm
I think the picture tells the story. Infact, I did not read the story and it tells me that the smell of axe has pulled her closer to earth and made her fall from heave to get the axe smell.
Ruth
November 8, 2007 at 10:43 pm
I think this ad is ridiculous. In fact I despise all the AXE ads. They’re stupendously stupid, crass, and insulting to the intelligence of most men and women. Sod off already with your bullshit brainwashing and labeling. This job must be the lowest of the low. The woman in the ad *the angel* looks submissive and fucking miserable. Gee, what a goal to aspire to. You’ll be so *HAWT* *gag* you’ll make some wonderful girl feel like shit! WOOT for the people who fall for this crap.*drips sarcasm*
T.V. makes your brains fall out of your ears. :)