Axe Evolution of hooking up

Credits

Advertising Agency: Digital Republic, Cairo, Egypt

Creative Director:

Karim A Yusuf

Senior Copywriter:

Rami Boraie

Arabic Copywriters: Ahmed Safi El-Din, Mostafa Kerdani

Account Manager:

Bassel El Sawy

Account Executive:

Dina El-Tonsy

Production House:

Full Frame Productions

Director: Yahya

Ismail Mostafa Al Faramawy

DOP: Ahmed Tahoun

Art Director:

Hend Haider

Editor:

Baher Rasheed

Music Composer:

Wael Alaa

Executive Producer:

Lowdown

Deo brand Axe has donned a new look after seven years. Driving that home is this new spot from Egypt, which traces ‘the evolution of hooking up’ since 2007. From ‘missed calls’ to MSN Messenger, a whole range of ways of connecting in yesteryears is recalled in the film. It also explains how the buffet has given way to organic and naturally good food, swimsuits have become two-pieces and two-meter shoes are the norm. It urges viewers not to worry, as Axe has got their back – be it at the airport, in the car, or at the local grocery bar.