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commercial director

Lionel Goldstein

Lionel Goldstein is a commercial director. FrameThrower's visual library has 25 of their commercials (2003–2026), cut shot by shot, 7 of them award-winning. The work includes spots for Axe, Equal Pay Day, Axe/Lynx and Unilever - AXE, produced most often by CZAR and Bacon, for agencies including LOLA, LOLA MullenLowe and Mortierbrigade.

25
Commercials in our library
7
Award-winning
2003–2026
Active

01 · Featured

Lionel Goldstein's most awarded commercial

Axe/Lynx “Axe lower body” (2025), still© Axe/LynxAxe/Lynx “Axe lower body” (2025), frame 2© Axe/LynxAxe/Lynx “Axe lower body” (2025), frame 3© Axe/LynxAxe/Lynx “Axe lower body” (2025), frame 4© Axe/LynxAxe/Lynx “Axe lower body” (2025), frame 5© Axe/LynxAxe/Lynx “Axe lower body” (2025), frame 6© Axe/Lynx

El Ojo de Iberoamérica Gold 2025

Axe/Lynx “Axe lower body” 2025

A basketball player uses Axe Lower Body Spray, leading to his teammates comically sniffing his crotch on the court, highlighting the product's effectiveness.

Directed by Lionel Goldstein · LOLA MullenLowe · CZAR.BE

Also watch

Video: CZAR.BE on Vimeo

Axe “Shower” 2006 →London International Awards Winner 2006

02 · Brands

Brands Lionel Goldstein has made commercials for

Every brand in the library, by award-winning work.

  • Axe/Lynx2024–2025

    2 commercials · 2 award-winning

  • AXE2006–2026

    14 commercials · 1 award-winning

  • Equal Pay Day2019–2025

    3 commercials · 1 award-winning

  • Unilever - AXE2025

    1 commercials · 1 award-winning

  • X-BOX2003

    1 commercials · 1 award-winning

  • Lynx2025

    1 commercials · 1 award-winning

  • Unilever Axe-Lynx2026

    1 commercials

  • Zijkant - Equal Pay Day2023

    1 commercials

  • Hornbach2014

    1 commercials

03 · Works with

Who Lionel Goldstein works with

From the credits: the companies behind the spots, by number of spots.

Production companies Lionel Goldstein works with

Agencies Lionel Goldstein works with

04 · Awards

Lionel Goldstein's awards

Award-winning commercials in the library, by their best award, and the company honours we could source.

  • 2

    Eurobest

    .

  • 2

    El Ojo de Iberoamérica

    .

  • 2

    London International Awards

    .

  • 1

    Ciclope

    .

Top award-winning spots

  • El Ojo de Iberoamérica Gold 2025Axe/Lynx “Axe lower body”
  • El Ojo de Iberoamérica Gold 2024Lynx “The Power of a Fragrance”
  • London International Awards Winner 2006Axe “Shower”
  • London International Awards Winner 2003X-BOX “Eartennis”
  • Ciclope Bronze 2025Unilever - AXE “The Power of Sweetness - Dog”
  • Eurobest Bronze 2024Axe/Lynx “The Funeral”
  • Eurobest Bronze 2019Equal Pay Day “Shitty Jobs”

05 · Work

Commercials by Lionel Goldstein

Our visual library has 25 Lionel Goldstein commercials, cut shot by shot. Here: the latest, then the most awarded.

Per year · gold = award-winning

2025

Latest

AXE “Le Coq” (2026)© AXEAXE “Le Coq” 2026
AXE “The Balls” (2026)© AXEAXE “The Balls” 2026
AXE “The Bodypaint” (2026)© AXEAXE “The Bodypaint” 2026
Unilever Axe-Lynx “LYNX - Birth” (2026)© Unilever Axe-LynxUnilever Axe-Lynx “LYNX - Birth” 2026
AXE “The Wurst” (2026)© AXEAXE “The Wurst” 2026

Most awarded

  • Axe/Lynx "Axe lower body" (2025) commercial still© Axe/LynxAxe/Lynx “Axe lower body” 2025Dir. Lionel Goldstein · LOLA MullenLoweEl Ojo de Iberoamérica Gold 2025
  • Lynx "The Power of a Fragrance" (2025) commercial still© LynxLynx “The Power of a Fragrance” 2025Dir. Lionel Goldstein · LOLA MullenLoweEl Ojo de Iberoamérica Gold 2024
  • Axe "Shower" (2006) commercial still© AxeAxe “Shower” 2006Dir. Lionel Goldstein · VegaOlmosPonceLondon International Awards Winner 2006
  • X-BOX "Eartennis" (2003) commercial still© X-BOXX-BOX “Eartennis” 2003Dir. Lionel Goldstein · Bartle Bogle HegartyLondon International Awards Winner 2003
  • Unilever - AXE "The Power of Sweetness - Dog" (2025) commercial still© Unilever - AXEUnilever - AXE “The Power of Sweetness - Dog” 2025Dir. Lionel Goldstein · LOLA MullenLoweCiclope Bronze 2025
  • Axe/Lynx "The Funeral" (2024) commercial still© Axe/LynxAxe/Lynx “The Funeral” 2024Dir. Lionel Goldstein · LOLA MullenLoweEurobest Bronze 2024
  • Equal Pay Day "Shitty Jobs" (2019) commercial still© Equal Pay DayEqual Pay Day “Shitty Jobs” 2019Dir. Lionel GoldsteinEurobest Bronze 2019
  • AXE "Le Coq" (2026) commercial still© AXEAXE “Le Coq” 2026Dir. Lionel Goldstein · LOLA
  • AXE "The Balls" (2026) commercial still© AXEAXE “The Balls” 2026Dir. Lionel Goldstein · LOLA
  • AXE "The Bodypaint" (2026) commercial still© AXEAXE “The Bodypaint” 2026Dir. Lionel Goldstein · LOLA
  • Unilever Axe-Lynx "LYNX - Birth" (2026) commercial still© Unilever Axe-LynxUnilever Axe-Lynx “LYNX - Birth” 2026Dir. Lionel Goldstein · LOLA
  • AXE "The Wurst" (2026) commercial still© AXEAXE “The Wurst” 2026Dir. Lionel Goldstein · LOLA
  • AXE "The Trophy" (2026) commercial still© AXEAXE “The Trophy” 2026Dir. Lionel Goldstein · LOLA
  • AXE "The Hand" (2026) commercial still© AXEAXE “The Hand” 2026Dir. Lionel Goldstein · LOLA
  • Axe "Sweetness - Bear" (2025) commercial still© AxeAxe “Sweetness - Bear” 2025Dir. Lionel Goldstein · LOLA MullenLowe
  • AXE "Sweeter Than The Sweetest" (2025) commercial still© AXEAXE “Sweeter Than The Sweetest” 2025Dir. Lionel Goldstein · LOLA
  • AXE "Sweeter Than The Sweetest - Bear" (2025) commercial still© AXEAXE “Sweeter Than The Sweetest - Bear” 2025Dir. Lionel Goldstein · LOLA
  • AXE "Body Spray - Boxing" (2025) commercial still© AXEAXE “Body Spray - Boxing” 2025Dir. Lionel Goldstein · LOLA
  • AXE "Body Spray - Cinema" (2025) commercial still© AXEAXE “Body Spray - Cinema” 2025Dir. Lionel Goldstein · LOLA
  • AXE "Body Spray - Basket" (2025) commercial still© AXEAXE “Body Spray - Basket” 2025Dir. Lionel Goldstein · LOLA
  • Axe "The Neighbour" (2025) commercial still© AxeAxe “The Neighbour” 2025Dir. Lionel Goldstein · LOLA MullenLowe
  • Equal Pay Day "Feminister" (2025) commercial still© Equal Pay DayEqual Pay Day “Feminister” 2025Dir. Lionel Goldstein · Mortierbrigade
  • Equal Pay Day "An Inconvenient Question" (2024) commercial still© Equal Pay DayEqual Pay Day “An Inconvenient Question” 2024Dir. Lionel Goldstein
  • Zijkant - Equal Pay Day "Equal Pay Day - Handshake" (2023) commercial still© Zijkant - Equal Pay DayZijkant - Equal Pay Day “Equal Pay Day - Handshake” 2023Dir. Lionel Goldstein · Mortierbrigade

06 · For producers

What producers use Lionel Goldstein's page for

  1. 01Shortlist directors for your triple bid

    You need three directors who can deliver this tone, and a reel is not a shortlist.

    Start from Lionel Goldstein's work and find directors with a similar style, each with every spot, agency, production company and award.

    Kyle Beiermeister© Dr. SquatchBryan Buckley© E-TradeJoshua Ogden© House 99 by David BeckhamTim Godsall© Southern Comfort
    Similar to Lionel Goldstein: Kyle Beiermeister, Bryan Buckley, Joshua Ogden

  2. 02Lionel Goldstein's full body of work, with credits

    A reel shows the hits. You need every spot, and who made each one with them.

    All 25 commercials, searchable shot by shot, with the agency, production company and awards on every spot.

    Axe/Lynx “Axe lower body”© Axe/LynxLynx “The Power of a Fragrance”© LynxAxe “Shower”© AxeX-BOX “Eartennis”© X-BOX
    25 commercials, 7 award-winning

07 · Questions

About Lionel Goldstein

What commercials has Lionel Goldstein directed?+

25 in the library, 2003–2026, including Axe/Lynx “Axe lower body”, Lynx “The Power of a Fragrance”, Axe “Shower” and X-BOX “Eartennis”.

Which production company does Lionel Goldstein work with?+

Most often CZAR (24 spots), also Bacon.

Which agencies has Lionel Goldstein worked with?+

LOLA (12), LOLA MullenLowe (6), Mortierbrigade (2), BBH (1) and VegaOlmosPonce (1).

What awards has Lionel Goldstein's work won?+

7 award-winning spots, including El Ojo de Iberoamérica Gold 2025 for Axe/Lynx “Axe lower body”, El Ojo de Iberoamérica Gold 2024 for Lynx “The Power of a Fragrance” and London International Awards Winner 2006 for Axe “Shower”.

Which directors have a similar style to Lionel Goldstein?+

Kyle Beiermeister, Bryan Buckley, Joshua Ogden, Tim Godsall and Jeff Low, by the ideas, tone and categories of their work.

08 · Discover

Other directors with a similar style

Not connected to Lionel Goldstein: matched by the ideas, tone and categories of their commercials.