AXION Energy’s friction-free rides
Stressful situations unfold with surprising ease in fun pair of spots championing the energy specialist’s vehicle lubricant.
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Credits
View on- Agency GUT/Buenos Aires
- Production Company Argentinacine
- Director Martin Holzman
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Credits
View on- Agency GUT/Buenos Aires
- Production Company Argentinacine
- Director Martin Holzman
- Sound Bamba Music/Buenos Aires
- Chief Creative Officer Joaquin Cubria
- Chief Creative Officer Matias Lafalla
- Chief Creative Officer Ramiro Rodriguez Gamallo
- Chief Creative Officer Ramiro Rodriguez Cohen
- Executive Creative Director Christian Rosli
- Executive Creative Director Joaquin Campins
- Executive Creative Director Diego Fernandez Posada
- Creative Director Matias Irigoytia
- Creative Director Nicolas Cortese
- Creative Director Diego Melfi
- Creative Director Manuel Fernandez de Luca
- Art Director Joaquin Belaunde
- Art Director Cristian Bahamondes
- Art Director Eva Ojeda Reyes
- Copywriter Matias Cony
- Copywriter Arnaldo Aldana
- Copywriter Ezequiel Torres Merchan
- Director Augusto Gimenez Zapiola
- Executive Producer Diego Gonzalez
- Executive Producer Rosario Caprarulo
- General Producer Nano Tidone
- Producer German Escande
- Producer Felipe Medina
- Producer Natalia Barrios
- DP Leandro Filloy
- Editor Herman Ospina
- Editor Leonardo Zaffaroni
- Post Production Aldo Ferrari
- Post Producer Miranda Schwartz
- Colorist Alejandra Lascano
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Credits
powered by- Agency GUT/Buenos Aires
- Production Company Argentinacine
- Director Martin Holzman
- Sound Bamba Music/Buenos Aires
- Chief Creative Officer Joaquin Cubria
- Chief Creative Officer Matias Lafalla
- Chief Creative Officer Ramiro Rodriguez Gamallo
- Chief Creative Officer Ramiro Rodriguez Cohen
- Executive Creative Director Christian Rosli
- Executive Creative Director Joaquin Campins
- Executive Creative Director Diego Fernandez Posada
- Creative Director Matias Irigoytia
- Creative Director Nicolas Cortese
- Creative Director Diego Melfi
- Creative Director Manuel Fernandez de Luca
- Art Director Joaquin Belaunde
- Art Director Cristian Bahamondes
- Art Director Eva Ojeda Reyes
- Copywriter Matias Cony
- Copywriter Arnaldo Aldana
- Copywriter Ezequiel Torres Merchan
- Director Augusto Gimenez Zapiola
- Executive Producer Diego Gonzalez
- Executive Producer Rosario Caprarulo
- General Producer Nano Tidone
- Producer German Escande
- Producer Felipe Medina
- Producer Natalia Barrios
- DP Leandro Filloy
- Editor Herman Ospina
- Editor Leonardo Zaffaroni
- Post Production Aldo Ferrari
- Post Producer Miranda Schwartz
- Colorist Alejandra Lascano
Created by GUT and directed by Augusto Giménez Zapiola and Martín Holzman through argentinacine, this playful campaign portrays how AXION Energy’s lubricant helps make every journey smooth, no matter the stakes.
Built around the question, “What would your car be like without friction?”, the films reimagine high-stress scenarios with a harmonious twist. In one, police close in on a pair of criminals; in the other, a taxi driver ejects a pregnant passenger en route to the hospital. Yet inside the frictionless vehicles, everyone remains remarkably calm and collected.
Christian Rosli and Joaquín Campins, Executive Creative Directors at GUT, added: “Our goal was to turn a functional benefit into something that really connects with people. Not to explain with 3D graphics what a frictionless engine looks like, but to make people feel what it’s like to ride without friction—and maybe even make them laugh a little.”
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