Bartle Bogle Hegarty, London 
- 60 Kingly Street Soho
- London W1B 5DS
- United Kingdom
- Phone: 020 7734 1677
- Fax: 020 7437 3666
- Country Phone Code: 44
- Website: www.bartleboglehegarty.com
Axe - “High Maintenance Girl”
Unilever| Title | High Maintenance Girl |
| Agency | Bartle Bogle Hegarty |
| Advertiser | Unilever |
| Brand | Axe |
| Product Name | Shower Gel Colour Range |
| Product Category | Bath, Shower Gels |
| Campaign Name | Axe Shower Gel Colour Range |
| Market | United States, Canada |
| Country of Production | United Kingdom |
| Language | English |
| Date of First Broadcast/Publication | March 1, 2012 |
| Media Type | Web Film / Viral |
| Awards | CLIO Awards, 2013 (Gold Campaign) for Television/Cinema Advertising Creative Circle Awards, 2013 (Gold) for Best TV British Arrows, 2013 (Silver) for Best Over 30 and up to 60 second TV commercial British Arrows, 2013 (Gold) for Best over 30 and under 60 Second commercial British Arrows, 2013 (Gold) for Household Soaps, Detergents and Toiletries International ANDY Awards, 2013 (Gold) for Copywriting International ANDY Awards, 2013 (Gold) for Personal Products Kinsale Shark Advertising Festival, 2012 (Bronze) for Campaign of 2 or More |
| Creative Director | David Kolbusz |
| Art Director | Rob Ellis |
| Art Director | Charlene Chandrasekaran |
| Art Director | Emmanuel Saint M'leux |
| Copywriter | Dan Morris |
| Copywriter | Simon Pearse |
| Copywriter | David Kolbusz |
| Director | Tim Godsall |
| Director of Photography | Stephen Keith Roach |
| Producer | Rick Jarjoura |
| Agency Producer | Rachel Hough |
| Editing Company | Work Post |
| Advertising Manager | Giovanni Valentini |
| Team Director | Nic Manser |
| Strategy Director | Tim Jones |
| Strategic Business Lead | Richard Lawson |
| Strategic Business Lead | Keir Mather |
| Head of Strategy | Jonathan Bottomley |
| Production Company | Biscuit Filmworks |
| Post Production | Framestore |
| Sound | Factory Studios |
Story
In each film we hero a guy who is able to keep up with the demands of his girl thanks to the Axe coloured shower gel that he uses.
Concept
All girls expect guys to put in a little effort to keep them happy, but some girls are in a different league. They don’t care if you’re hungover, tired or whatever, they expect 100% of you 100% of the time.