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Axe “Shower” 2006

Axe “Shower” (2006) is an Axe commercial directed by Lionel Goldstein for VegaOlmosPonce, produced by CZAR.BE. It won one award: LIA 2006 Winner — TV/Cinema / Cosmetics/Toiletries.

A man recounts how he used to sweat excessively, leading to a series of surreal and humorous events where water seems to follow him everywhere, until he discovers Axe Antiperspirant.

Video: CZAR.BE on Vimeo

Shot by shot

  1. A man in a brown shirt gestures to his armpit while a woman in a red top watches him, and another woman sits in the background in a dimly lit room.© Axe0:06
  2. A man in a brown shirt gestures animatedly while talking to a woman in a red top at a dark wooden table in a dimly lit room with bookshelves.© Axe0:10
  3. A man in a wet black shirt carries a tray of drinks, smiling as water drips from the tray, with other people and the ocean in the background.© Axe0:14
  4. A group of young people lie in a circle on a sandy beach, sunbathing as water sprays upwards from the center of their formation.© Axe0:27
  5. A shirtless man with sunglasses is lying down, getting sprayed by water from a hose in a sunny outdoor setting.© Axe0:28
  6. A young man in a black tank top leans into a car window, talking to an older man inside, on a sunny street.© Axe0:30
  7. Two young men, wet and in dark clothes, sit on a ledge against a rocky wall with graffiti, one talking and the other applying something to his arm.© Axe0:32
  8. A young man with wet, dark hair, wearing a black shirt, eats a sandwich while standing in front of a rocky, moss-covered wall, with water splashing around him.© Axe0:33
  9. A group of young adults on a beach, two men are being sprayed with water, and a woman in a clear poncho laughs, surrounded by lush green hills.© Axe0:45
  10. Two men spray water on a woman wearing a plastic bag over her head, all three laughing and interacting outdoors with lush green hills in the background.© Axe0:51
  11. A man and a woman stand on a beach with a city skyline in the background, as a large Axe deodorant product and text float in the air.© Axe1:01

Stills © Axe. Made by VegaOlmosPonce, CZAR.BE and Lionel Goldstein.

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

The idea

Exaggerated sweating causes surreal water phenomena, solved by Axe Antiperspirant.

Tagline: “ANTITRANSPIRANTE”

exaggerated problemmagical realismhumorous escalationsocial awkwardnessproduct as solutionbefore and after

The cut

Length
65 s
Shots
20
Average shot
3.3 s

What creatives use Axe “Shower” for

  1. 01Reference frames for your treatment

    Pitching something with the feel of Axe “Shower”? 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 man in a brown shirt gestures to his armpit while a woman in a red top watches him, and another woman sits in the background in a dimly lit room.© AxeA man in a brown shirt gestures animatedly while talking to a woman in a red top at a dark wooden table in a dimly lit room with bookshelves.© AxeA man in a wet black shirt carries a tray of drinks, smiling as water drips from the tray, with other people and the ocean in the background.© AxeA group of young people lie in a circle on a sandy beach, sunbathing as water sprays upwards from the center of their formation.© Axe
    Frames from Axe “Shower”

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

    A man in a brown shirt gestures to his armpit while a woman in a red top watches him, and another woman sits in the background in a dimly lit room.© AxeA man in a brown shirt gestures animatedly while talking to a woman in a red top at a dark wooden table in a dimly lit room with bookshelves.© AxeA man in a wet black shirt carries a tray of drinks, smiling as water drips from the tray, with other people and the ocean in the background.© AxeA group of young people lie in a circle on a sandy beach, sunbathing as water sprays upwards from the center of their formation.© AxeA shirtless man with sunglasses is lying down, getting sprayed by water from a hose in a sunny outdoor setting.© AxeA young man in a black tank top leans into a car window, talking to an older man inside, on a sunny street.© Axe
    Length: 65 s · Shots: 20 · Average shot: 3.3 s

  3. 03Ad ideas: every spot built on a exaggerated problem

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

    Axe “Shower” is built on a exaggerated problem. Search the library by idea to see every spot that uses it.

    Chili’s “Fast Food Financing”© Chili’sCheetos “Other Hand”© CheetosBONDS “Talcum Powder”© BONDSCar One “Psychologist/Doctor”© Car One
    Chili’s · Cheetos · BONDS · Car One

More commercials by Lionel Goldstein

More from VegaOlmosPonce

  • Unilever "Ghost Train" (2006) commercial still© UnileverUnilever “Ghost Train” 2006VegaOlmosPonceBritish Arrows Gold 2006

Award-winning beauty & personal care commercials

Questions

Who directed the Axe “Shower” commercial?

Lionel Goldstein directed it, produced by CZAR.BE, for the agency VegaOlmosPonce.

Which agency made Axe “Shower”?

VegaOlmosPonce created it for Axe (2006).

What awards did Axe “Shower” win?

1 awards, including LIA 2006 Winner — TV/Cinema / Cosmetics/Toiletries.

What is the tagline of Axe “Shower”?

“ANTITRANSPIRANTE”

Sources for the credits and awards

web.archive.org