Axe & Ponce Buenos Aires Get Operatic

It’s a brand best known for targeting attention-starved teenaged males, but the latest Axe ad has gone all highbrow with a concept based around the song "La donna è mobile” from Verdi’s Rigoletto.

 

Translated loosely as ‘the woman is fickle’, the iconic song is sung by series of bewildered Romeos who have fallen head over heels for emotionally volatile girls.

 

The spot comes from Ponce Buenos Aires, part of the Lowe and Partners’ global network, and is directed by Cadbury Gorilla-helmsman Juan Cabral.

Credits

CLIENT:                     UNILEVER                     

PRODUCT:                     AXE RANDOM
                  
TITLE:                         LA DONNA                            
AGENCY:                     PONCE                                 
EXECUTIVE CREATIVE DIRECTORS:         RICARDO ARMENTANO/LUIGI GHIDOTTI

COPYWRITER:        SANTIAGO MARTINO DAVIS

ART DIRECTOR:                LEANDRO MOSCA            

CLIENT SERVICES DIRECTOR:        VANINA RUDAEFF

GROUP OF BRAND DIRECTOR:        JAVIER PASSERIEU

BRAND SUPERVISOR:              FRANCISCO ODRIOZOLA                
BRAND EXECUTIVE:         MARIA PAZ FONSECA /CAROLINA BRANCOS        
                    
PLANNING DIRECTOR:            MARINA PEN

PLANNER:                                                         MATIAS ASENCIO

CLIENT RESPONSIBLE:     ALEJANDRO HELOU/DARÍO RUBAJA/ MICAELA GARCÍA/ NICOLAS LEVIN

HEAD OF TV DEPARTMENT:             ROBERTO CARSILLO

AGENCY INTERNACIONAL PRODUCER:     JOSE SILVA                    

PRODUCTION COMPANY:             MJZ/LABHOUSE                            
DIRECTOR:                     JUAN CABRAL    

EXECUTIVE PRODUCER:         STEPHEN JOHNSON / FLORA FERNANDEZ MARENGO    

POSTPRODUCTION:                 WOLF
        
MUSIC:                     GIUSSEPE VERDI

MUSIC ARRANGEMENTS:            CIRCLE OF SOUND /         
                        JUAN PABLO GARIGLIO