Axe makes it first-ever appearance in the Super Bowl with a lifeguard-themed rehash of its previous “Fireman” spot, via BBH London.
Following the same tack as the previous commercial, this film,Watch the video directed by Tim Godsall at Biscuit, features a hunky lifeguard that saves a damsel’s life — only to find that she doesn’t really care, because there are cooler professions out there.
A full-length, one-minute version of the spot can be found here.
The spot promotes Axe’s “Apollo” variant, created to promote a campaign that will send regular guys into space via the Axe Apollo Space Academy. Deadline to enter the contest is midnight, Super Bowl Sunday.