luciano podcaminsky + nike women = “surgery”.

Working with @radical.media, the same brainstorming studio that produced Christopher Riggert’s recent Aussie Nike Air Force 1 spot, Luciano Podcaminsky is the man behind the much-hailed viral “Surgery” for Nike Women online. One of my fave directors, for “Surgery” he picked up a well-deserved 2007 Bronze Lion for Clothing and Footwear. When you check out the spot it’s not hard to see why:

Besides creating much buzzed about adds for Sprite, Axe, and Canal+, he’s also behind this great ad for the apparently never-ending “Got Milk?” campaign:

axe: chocolaxe.

What frightens me the most about my personal vendetta against Unilever and it’s morally-opposed advertising for Dove and Axe is that the ads are so damn good. They’re an evil genius.

Check out this Argentine spot for Axe:

(Agency: Vegaolmosponcey)

I feel less guilty about liking this spot because the whole stereotypical “girls love chocolate” thing is so over the top that it somehow seems less sexist. While still being completely sexist. Why I’m trying to justify this in my brain I’m not totally sure…