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Susan Glenn

Award: Graphite Pencil

Graphite Pencil / TV & Cinema Advertising / TV Commercials 41-60 seconds / 2013

Axe has always told memorable stories about guys getting girls. Lots of girls. But what about THE girl? We gave THE girl a name: Susan Glenn. With an ambitious seeding programme, we secretly embedded the name in pop culture. Then with a single film Axe took credit for this phenomenon. The spot is shown from the point of view of a high school boy who has fallen for Susan Glenn. Over fantastical sequences, the boy’s recollection of his dream girl is narrated by Kiefer Sutherland, describing how his adoration stopped him getting the girl. Then, referring to how he feels emboldened with the help of Axe, he confides ‘If I could do it again, I’d do it differently’.

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