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Axe Apollo “Lifeguard” 2013

Axe Apollo “Lifeguard” (2013) is an Axe Apollo commercial directed by Tim Godsall for BBH. It won one award: Cannes Lions 2013 Film Bronze.

A lifeguard saves a woman from a shark, leading to a passionate embrace on the beach, only for an astronaut to appear and steal her attention, highlighting Axe Apollo's irresistible appeal.

Video: BBH London on Vimeo

Shot by shot

  1. A muscular male lifeguard in red swim trunks sits on a tall wooden lifeguard chair on a beach, looking around.© Axe Apollo0:00
  2. A man with wet, curly hair and a worried expression looks through binoculars, scanning the horizon under a bright sky.© Axe Apollo0:04
  3. A diverse group of young adults in swimwear run towards the ocean on a crowded beach, with mountains in the background.© Axe Apollo0:07
  4. A young man emerges from the water, gasping for air, with a coastal town and hills in the background under a bright sky.© Axe Apollo0:10
  5. A great white shark swims underwater, its grey and white body visible through the green water, with sunlight dappling its back.© Axe Apollo0:13
  6. Underwater, a man in a dark swimsuit is seen from behind, riding on the back of a great white shark, with bubbles and light from the surface above.© Axe Apollo0:17
  7. A large, dark shark-like creature swims underwater in murky green water, with light filtering from the surface above.© Axe Apollo0:18
  8. A woman with wet hair and a green bikini swims in the ocean, splashing water, with a distant coastline visible under a blue sky.© Axe Apollo0:20
  9. A wet, muscular man with dark hair and stubble looks intensely at the camera while a woman's hand rests on his shoulder in the ocean.© Axe Apollo0:26
  10. Axe Apollo “Lifeguard”, shot 44© Axe Apollo0:34
  11. A shirtless man with wet, dark hair looks intently at a woman whose blonde hair is visible in the foreground, on a sunny beach.© Axe Apollo0:40
  12. A beautiful woman in a green bikini runs towards the camera on a crowded beach, with the ocean in the background.© Axe Apollo0:50

Stills © Axe Apollo. Made by BBH and Tim Godsall.

Every shot, full-quality frames and clips, and search across every commercial. Free account.

The idea

Axe makes you more attractive than even an astronaut.

Tagline: “Leave a man. Come back a hero.”

heroic rescuelove triangleunexpected twistexaggerated attractiondamsel in distressrivalry

The cut

Length
60 s
Shots
40
Average shot
1.5 s

What creatives use Axe Apollo “Lifeguard” for

  1. 01Reference frames for your treatment

    Pitching something with the feel of Axe Apollo “Lifeguard”? A screenshot from a video player won't hold up in a deck.

    Download any frame of this spot at full quality, with its credits, or search every spot for the same look.

    A muscular male lifeguard in red swim trunks sits on a tall wooden lifeguard chair on a beach, looking around.© Axe ApolloA man with wet, curly hair and a worried expression looks through binoculars, scanning the horizon under a bright sky.© Axe ApolloA diverse group of young adults in swimwear run towards the ocean on a crowded beach, with mountains in the background.© Axe ApolloA young man emerges from the water, gasping for air, with a coastal town and hills in the background under a bright sky.© Axe Apollo
    Frames from Axe Apollo “Lifeguard”

  2. 02Shot list example: how it was cut

    You need the structure of a great spot, shot by shot, for your storyboard.

    Every shot of Axe Apollo “Lifeguard” in order, with its length, framing and what happens in it.

    A muscular male lifeguard in red swim trunks sits on a tall wooden lifeguard chair on a beach, looking around.© Axe ApolloA man with wet, curly hair and a worried expression looks through binoculars, scanning the horizon under a bright sky.© Axe ApolloA diverse group of young adults in swimwear run towards the ocean on a crowded beach, with mountains in the background.© Axe ApolloA young man emerges from the water, gasping for air, with a coastal town and hills in the background under a bright sky.© Axe ApolloA great white shark swims underwater, its grey and white body visible through the green water, with sunlight dappling its back.© Axe ApolloUnderwater, a man in a dark swimsuit is seen from behind, riding on the back of a great white shark, with bubbles and light from the surface above.© Axe Apollo
    Length: 60 s · Shots: 40 · Average shot: 1.5 s

  3. 03Ad ideas: every spot built on a heroic rescue

    Before you present an idea, you need to know who has done it, and how.

    Axe Apollo “Lifeguard” is built on a heroic rescue. Search the library by idea to see every spot that uses it.

    Apple “Rick’s Rescue”© AppleGot Milk? “Brave”© Got Milk?Milk Processor Board “Brave”© Milk Processor BoardDirecTV “House”© DirecTV
    Apple · Got Milk? · Milk Processor Board · DirecTV

More commercials by Tim Godsall

  • Southern Comfort "Whatever's Comfortable: Beach" (2013) commercial still© Southern ComfortSouthern Comfort “Whatever's Comfortable: Beach” 2013Dir. Tim Godsall · Wieden+KennedyLondon International Awards Grand Prix 2013
  • Esurance "Sorta Rx" (2015) commercial still© EsuranceEsurance “Sorta Rx” 2015Dir. Tim Godsall · Leo Burnett ChicagoLondon International Awards Gold 2015
  • Bbc "Wasted on Some" (2020) commercial still© BbcBbc “Wasted on Some” 2020Dir. Tim Godsall · BBC CreativeCreative Circle Silver 2020
  • Halo Top "Mortgage" (2019) commercial still© Halo TopHalo Top “Mortgage” 2019Dir. Tim GodsallEpica Silver 2019
  • Unilever "Fireman" (2014) commercial still© UnileverUnilever “Fireman” 2014Dir. Tim Godsall · BBHBritish Arrows Silver 2014
  • Old Spice "Jungle Wilderness" (2012) commercial still© Old SpiceOld Spice “Jungle Wilderness” 2012Dir. Tim Godsall · 72andSunnyClio Awards Silver 2012

More from BBH

Award-winning beauty & personal care commercials

Questions

Who directed the Axe Apollo “Lifeguard” commercial?

Tim Godsall directed it, for the agency BBH.

Which agency made Axe Apollo “Lifeguard”?

BBH created it for Axe Apollo (2013).

What awards did Axe Apollo “Lifeguard” win?

1 awards, including Cannes Lions 2013 Film Bronze.

What is the tagline of Axe Apollo “Lifeguard”?

“Leave a man. Come back a hero.”

Sources for the credits and awards

web.archive.orgThe WorkThe Work