Keifer Sutherland Axe Ad: An Axe Commercial for Grownups
Keifer Sutherland & Susan Glenn: Beyond Adolescence
Axe has launched a daring new ad, featuring 24 and Lost Boys star Keifer Sutherland. This is Axe's first commercial that suggests that you are the one with the ability to win a woman's affection, and not your weird-smelling deodorant.
The ad consists of a brooding, wistful voiceover from Sutherland as he laments never having the courage to approach Sarah Glenn, the girl he loved from afar in his youth; accompanied by magical-realist world forever altered by the presence of this amazing girl. We then see present-day Keifer as he stares into a bathroom mirror. The product itself never actually appears in ad's footage.
The ad closes with a product shot, along with the text "Fear No Sarah Glenn". Sadly, this kills the magic of the spot, getting back to Axe's adversarial worldview of the birds and the bees. However, Axe is a nightlife product, and so can never really stray too far from "Use our Product to Get Laid".
The ad was created by BBH New York, and is a pleasant diversion from Axe's typical advertising, which tends to depict unkempt dudes scoring hot young women by spraying themselves with eau de douchebag. Axe has apparently understood the need to market to grownups.