Bartle Bogle Hegarty, London Follow Update

  • 60 Kingly Street Soho
  • London W1B 5DS
  • United Kingdom
  • Phone: (+44) 020 7734 1677
  • Fax: (+44) 020 7437 3666

Campaign: Axe Hair Styling

May 21, 2013

Client: Axe/Lynx Campaign: Axe Hair Styling The brief: to launch the updated AXE hair styling range with a new proposition that brings the brand’s unique promise of attraction to the category. The creative idea, ‘First Impressions Count’ highlights the importance of well styled hair when meeting that special someone for the first time. The work features style conscious guys taking their time to get their hair just right in unexpected scenarios, needless to say, the women of their affections are suitably impressed. David Kolbusz, Deputy Executive Creative Director at BBH London, said: “We wanted to capture a simple truth about guys and their grooming habits. Whenever a man sees a woman he fancies, he tends to touch up his hair before making the initial approach. We dramatised this behaviour by setting it in the most extreme of circumstances.”


  • Title: Burglar
  • Brand: Axe
  • Title: Surgeon
  • Brand: Axe