If you're like us and you've been obsessing over Olympics coverage for the past week, then you've no doubt caught the Kiefer Sutherland Axe body-spray commercial titled Susan Glenn. The spot, which is narrated by Sutherland, is set in the '80s and tells a story of the girl who got away by producing these cute, special effects-heavy vignettes that are supposed to simulate the way our narrator felt inside whenever he was around his high school crush, Susan Glenn. It ends in present day, with our narrator (Sutherland) staring back at himself in the mirror, full of regret (and Axe body spray), adding, "If I could do it again, I'd do it differently." The idea is that if you use Axe, you won't fear Susan Glenn.
It's a terrific spot that immediately caught our eye with its playful inventiveness, and so we quickly searched to see who directed it. You might not be familiar with the name Ringan Ledwidge, but you know his work. Ledwidge, who directed the Susan Glenn spot, as well as the 2007 thriller Gone, is regarded as one of Britain's top commercial directors and the visionary behind what is perhaps the year's greatest ad, Three Little Pigs, for The Guardian.
In Three Little Pigs, Ledwidge imagines how today's media-obsessed world would cover the real-life story of the Three Little Pigs if it played out like it did in the book, with the pigs killing the Big Bad Wolf. Would they be heroes? Criminals? The spot itself is brilliant, and it earned a Cannes Lion, which is an award from the advertising world's biggest international festival.
Ledwidge hasn't made any feature films since Gone, but an increasing amount of memorable TV ads might change that. We're certainly invested in the man's creative talents, and we hope someone gives him a shot to tell a larger story, perhaps one with a little romance, a la Susan Glenn.
If you're interested in watching more from Ledwidge, check out some of his other work here. [via AdWeek]
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