BBH NY’s Ari Weiss talks about “Susan Glenn”

“If I could do it again, I’d do it differently.”

So says a wistful Kiefer Sutherland in “Susan Glenn”, BBH New York’s ad for AXE. The beautifully scripted, paced and shot ad was a notable departure from the brand’s usual ‘Girls Gone Wild’ aesthetic, and the change paid off; “Susan Glenn” won multiple international accolades, including an impressive four Cubes — two of them gleaming Gold — at the ADC 92nd Annual Awards this past spring.

There isn’t much that Ari Weiss, Executive Creative Director at BBH would do differently when it came to crafting “Susan Glenn”. His only regret that the lecture hall in the ad looked a bit too much like a movie theater. Ari did share his thoughts on other elements of this fantastic multi-Cube winner.