Axe/Lynx "first impressions count" by Bartle Bogle Hegarty

Axe/Lynx has released a series of 20-second TV ads to promote its updated hair-styling range. Bartle Bogle Hegarty created the campaign, which aims to highlight the power of a well-coiffed hairdo. Each spot shows men and women coming together in odd situations – for instance, a runner falling for a starting official and a patient being besotted with her surgeon. The ads have already launched in the UK and across Europe and will air in the US from Sunday. They will also run online. The work was created by Matt Fitch, Mark Lewis, Harry Orton and Robin Warman. It was directed by Harold Einstein through Outsider and Station Films.