AXE Commercial: High Maintenance Girl

AXE Commercial: High Maintenance Girl

Couple of weeks ago BBH came up with a new campaign and some funny commercials. It is all about how men are trying to keep their ladies happy.

The High Maintenance Girl is a short video. The guy is walking behind the girl who is talking on the phone. He carries a bunch of bags, obviously from a shopping marathon. He also is taking care of her dog. And the voice behind the camera speaks this guy‘s mind out. What a guy wouldn‘t do for his girlfriend! High maintenance girl needs an equal man. And he maintains himself with AXE.

Some of the critics said the campaign was insulting women. Well, what do you think? Watch the video and share your opinion.


Advertising Agency: BBH, London, UK
Copywriters: David Kolbusz, Simon Pearse, Dan Morris
Art Directors: Emmanuel Saint M’leux, Charlene Chandrasekaran, Rob Ellis
Creative Director: David Kolbusz
Production Company: Biscuit Filmworks
Director: Tim Godsall

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