Wednesday, August 29, 2012
Sunday, July 15, 2012
Axe - Fear No Susan Glenn
When you think of advertisements for Axe products, your mind probably recalls images of oversexed girls flocking to guys and mouthing sexual innuendos – basically the hyperbolic male fantasy played out in real life.
But a new spot from the company has a different tone. Gone is the “use our product and you’ll be eyes-deep in tail” message, having now been replaced with a motivational plea to young men out there to be bold and have no fear – or you’ll regret it.
In the kick off to their “Fear No Susan Glenn” campaign, Axe has employed Kiefer Sutherland and his made-for-voiceover pipes to recall a time when he did in fact fear Susan Glenn, the girl he never approached because he didn’t think he had a chance.
This marks a different direction for the “get laid” brand evolving it into something more poetic.
Director: Ringan Ledwidge of Rattling Stick
Agency: BBH New York
Chief Creative Officer: John Patroulis Executive
Creative Director: Ari Weiss
Associate Creative Director: Nate Able
Copywriter: Peter Rosch
Art Director: Nate Able
Monday, June 18, 2012
AXE - Peephole
What would the average guy do if offered the opportunity to take a peek inside the girl's restroom? AXE decided to find out.
Advertising Agency: DDB Latina, Guaynabo, Puerto Rico
Creative Directors: Enrique Renta, Leslie Robles
Art Director: José M. Rivera
Copywriter: Aníbal E. Quiñones
Production: Tres Trece
Wednesday, June 06, 2012
AXEMAN, mobile game
Everyone knows guys love to play games, and now AXE is going to reward them for doing what they love. With the launch of the new mobile game, Axeman, and social hub, Planet AXE, the brand continues to connect with guys through gaming. Axeman is a personalized new gaming experience that lets users play to their own music while earning points to redeem more than $1 million in real rewards on Planet AXE.
Players can make Axeman their own by customizing the game with their own music, making every experience unique. Axeman allows users to play their own personal music libraries and automatically customizes the game to match the beat.
AXE Points earned through gameplay can be redeemed on Planet AXE for gear from partners like MTV, GameFly, Xbox, SteelSeries, Live Nation, Philips, WildTangent, and Klondike. Fans can also trade in points to compete in tournaments against other players.
Planet AXE is a new social gaming hub where fans can connect, compete and collect their rewards. Friends can compete for AXE Points by playing the same song in their libraries. Challenges, tournaments, and leader boards are also controlled from the hub, creating a unique overarching experience that transcends traditional platform play.
For players without their own tunes, Axeman includes a collection of custom songs to play with the game.
Connectivity between mobile and online experiences gives users the opportunity to earn points, track their achievements, and increase their community status through a centralized hub.
Axeman is available now for iPhone, iPod, and Android smartphones. The game will also be available for PC and tablets, including iPad, beginning in June. Head to Planet AXE to register, and visit the Apple App Store or Google Play for Android to get the app. Visit theaxeeffect.com/planetaxe for more details.
Tuesday, May 15, 2012
Axe Effect - Revolving Doors
Images of different women were placed on revolving doors. Every time the doors were turned it appeared as the guy is sleeping with a different girl.
Advertising School: Hanyang University, South Korea
Creative Director / Art Director: Dongmin Shin
Copywriter: Jinuk Seok
Art Director: Jeongin Nam
Friday, May 11, 2012
Lynx Anarchy, The World’s First Invisible Ad
Lynx has pulled a marketing stunt in inner Sydney (AUS) by taking over a terrace house and filling its windows with what it claims are the first "invisible ads". Passersby were given special sunglasses which when worn revealed Lynx ads on each of the LCD screen in the terrace windows.
The windows showed moving images ranging from a dog in a swimming pool to a couple in a passionate embrace.
Spectators stood in awe at what Lynx is calling the first invisible ad ever made.
This so called "Lynx effect' was used to promote a new unisex fragrance called Anarchy.
The media savvy campaign is part of a new push into the women's deodorant market by the scent maker.
Created by Soap Creative.