Axe Seco Sensitive - Wings of Glory

"Wings of Glory" is created by Ponce Buenos Aires for Unilever to launch the new Axe Dry Sensitive , whose differentiated benefit is that doesn't irritate the armpits. The spot was produced by Pioneer Productions / Park Pictures directed by Benzo Theodore. The commercial is now airing in Argentina and will be aired in different Latin American countries and will be used in the rest of the world during 2010.

Axe Sponsors Street Musicians

To introduce a leather-scented deodorant called Axe Instinct, Axe sought out about 20 street musicians and college bands in several cities, using Craigslist, MySpace and other Web sites. In exchange for an estimated $1,000, Axe asked the musicians to put up "Axe Instinct" signs, offer free deodorant samples when they play and, a few times a day, sing a ditty "Look Good in Leather" that Axe is using in its commercials. The musicians' stints started in September and run through the end of the year.

"Our biggest thing is not about what they look like but the authenticity of them," said Jay E. Mathew Jr., marketing director for deodorants at Unilever USA. "We want people that, this is what they do every day."

Asked if it was authentic to have street performers singing a corporate jingle, Mr. Mathew said he thought it was. "The song itself is a song that was created in 2002 and not something we created for just the ad — it was an existing, organic type of music. We thought it fit perfectly with the campaign."

Axe - Soccer

In the mating game, spotting the small things can mean the difference between sweet victory and bitter defeat. We get you ready to score.
AXE Shower Gel’s Beautiful Game combines two of the best things in the world: hot girls and world-class soccer.

Play here

Axe - Day & Night

Another execution for the Day & Night campaign in Uruguay.

A city-light that is modified using the light of the panel. During the night, a black vinyl lighten from behind reveals the zone wich es not suitable for the day.

Advertising Agency: Lowe Ginkgo, Montevideo, Uruguay
Creative Directors: Fernando De Clemente, Sebastián Mir.
Art Director: Agustín Acosta
Copywriter: Alvaro Palombo

Axe - Day & Night

This is great stuff!

The text says: "to complete this ad send Axe to 2345 after 9pm".

New Axe Day & Night. One is suitable for general audiences. The other one is not.

Agency: Lowe Ginkgo Montevideo, Uruguay.

Lynx - Party Across the Internet

Lynx in Australia has launched a new OTP/microsite that takes the user through a series of websites (although it's really just one faux site) that links in to the next site and so on... It's been very well produced and has mini game elements throughout the play-through.

Take a look.

Axe - Squares

Man uses Axe Day and Axe Night - his nightly encounter with beautiful woman is blurred by coloured squares which litter his environment.

Agency: VEGAOLMOSPONCE