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Axe “Fireman” 2014

Axe “Fireman” (2014) is an Axe commercial directed by Tim Godsall for BBH. It won 2 awards, including Cannes Lions 2013 Film Bronze and D&AD 2014 Wood Pencil — TV & Cinema Advertising / Cinema Commercials 41-60 seconds.

A heroic firefighter saves a woman from a burning building, only for her to abandon him for an astronaut, highlighting that nothing beats an astronaut.

Video: BBH London on Vimeo

Shot by shot

  1. Two male firefighters in full gear and oxygen tanks enter a burning building, with flames visible in the doorway.© Axe0:00
  2. Firefighters in dark gear battle a massive explosion of fire erupting from a building at night, with debris flying.© Axe0:02
  3. A woman in a white dress and a man in a red shirt are trapped in a burning building, looking out a window in distress.© Axe0:05
  4. A male firefighter in full gear stands in a doorway, looking into a room engulfed in flames and smoke.© Axe0:10
  5. A male firefighter in full gear walks up a burning staircase in a building engulfed in flames.© Axe0:15
  6. A wide shot shows a room engulfed in flames, with debris falling and fire spreading rapidly.© Axe0:17
  7. A male firefighter in a burning building removes his helmet and jacket, revealing a white t-shirt, as a woman looks at him intently.© Axe0:20
  8. A male firefighter carries a woman over his shoulder through a burning building, with flames visible in the background.© Axe0:28
  9. A fireman in full gear carries a person through a burning building, with flames engulfing the structure around them.© Axe0:30
  10. A heroic man carries a woman out of a burning building, then they share a tender moment in a smoky alleyway.© Axe0:33
  11. A man and woman stand close, looking at each other, as the woman speaks to the man in a smoky, industrial setting.© Axe0:40
  12. A beautiful woman in a white shirt and dark pants runs towards the camera, with a fire truck and firefighters in the background of a burning building.© Axe0:50

Stills © Axe. Made by BBH and Tim Godsall.

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

The idea

Astronauts are more attractive than firefighters, even after a heroic rescue.

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

heroic rescuedamsel in distressunexpected twistlove triangleexaggerated comparison

The cut

Length
60 s
Shots
30
Average shot
2.0 s

What creatives use Axe “Fireman” for

  1. 01Reference frames for your treatment

    Pitching something with the feel of Axe “Fireman”? 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.

    Two male firefighters in full gear and oxygen tanks enter a burning building, with flames visible in the doorway.© AxeFirefighters in dark gear battle a massive explosion of fire erupting from a building at night, with debris flying.© AxeA woman in a white dress and a man in a red shirt are trapped in a burning building, looking out a window in distress.© AxeA male firefighter in full gear stands in a doorway, looking into a room engulfed in flames and smoke.© Axe
    Frames from Axe “Fireman”

  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 “Fireman” in order, with its length, framing and what happens in it.

    Two male firefighters in full gear and oxygen tanks enter a burning building, with flames visible in the doorway.© AxeFirefighters in dark gear battle a massive explosion of fire erupting from a building at night, with debris flying.© AxeA woman in a white dress and a man in a red shirt are trapped in a burning building, looking out a window in distress.© AxeA male firefighter in full gear stands in a doorway, looking into a room engulfed in flames and smoke.© AxeA male firefighter in full gear walks up a burning staircase in a building engulfed in flames.© AxeA wide shot shows a room engulfed in flames, with debris falling and fire spreading rapidly.© Axe
    Length: 60 s · Shots: 30 · Average shot: 2.0 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 “Fireman” 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 “Fireman” commercial?

Tim Godsall directed it, for the agency BBH.

Which agency made Axe “Fireman”?

BBH created it for Axe (2014).

What awards did Axe “Fireman” win?

2 awards, including Cannes Lions 2013 Film Bronze and D&AD 2014 Wood Pencil — TV & Cinema Advertising / Cinema Commercials 41-60 seconds.

What is the tagline of Axe “Fireman”?

“Leave a man. Come back a hero.”

Sources for the credits and awards

dandad.orgThe WorkThe Work