Axe Says Fear No Susan Glenn

I remember when Axe first came out. I was a senior in high school and they had wildly over-the-top commercials. We weren’t idiots…we realized these were exaggerated ads. But maybe there was something to them. Axe certainly wouldn’t make all woman instantly mount us like animals, but maybe it would make us smell good. Pretty soon, everyone at school was using Axe and it became wildly popular with teenagers nationwide. Looking back, the early Axe commercials haven’t aged too well, but it’s easy to see the appeal to the young male demographic. They were the ultimate in wish-fulfillment advertising for horny teenage boys.

As I got older, I switched to more “grown-up” deodorant, stopped watching MTV, and consequently didn’t see or hear about Axe as much. But this new Axe commercial from BBH New York is just…exquisite. I can’t think of a better word to describe it. It starts with a voiceover from an adult man. It’s wistful, but with a noticeable twinge of regret. He’s remembering Susan Glenn (played by Jessica Cook). Susan Glenn is different, you see. She’s not just a girl…she’s THE girl. As wonderfully artistic shots flow, we hear more about Susan Glenn. And then we see who’s speaking, it’s Kiefer Sutherland (or is it Jack Bauer?) Susan Glenn was the one that got away. It seems like we all have at least one that got away. Would Axe have gotten her? Maybe, maybe not. But the commercial is more about attitude…about how boldness can help you get the things and people you want. You don’t want to look back with regret. Awesome. Fear no Susan Glenn!

7/31 update: There’s also an official Fear No Susan Glenn website.

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