Axe: "First Impressions Count"

BBH has launched a new campaign for client Axe/Lynx to launch the updated AXE hair styling range with a new proposition that brings the brand's unique promise of attraction to the category.

'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.

The campaign is running in Europe (including the UK) and will launch in North America on 26th May.

Ad Agency: BBH

Creative Team: Matt Fitch & Mark Lewis and Harry Orton and Robin Warman / Creative Director: David Kolbusz
Producer: Charlie Dodd / Strategic Business Lead: Ngaio Pardon / Strategy Director: Dan Hauck / Strategist: Tim Jones
Team Director: Heather Cuss / Team Manager: Cressida Holmes Smith

Production Company: Outsider and Station Films / Director: Harold Einstein / Executive Producer: Eric Liney
Producer: Jon Stopp/Richard Packer / DoP: Danny Cohen / Post Production: The Mill / Editor/Editing House: The Mill
Sound: Factory