Axe Ex-Friend

There is nothing worse than having a female friend which you like, but who can only see you as a friend, asking you companionship, advice and favors. AXE decided to stop this.

Thinking of promoting the new variant of the brand, AXE Ex-Friend, the campaign comes with two TV commercials that pass a simple message: use the new AXE Ex-Friend and have your female friends see you hot, as something beyond a friend. The signature "less friends, more women" closes the concept.

Agency: Ponce Buenos Aires

Production: Epoch Films

Director: Matt Asselton

Wash Away the Skank

Axe in the US has some really sexist DM - what do you think?
(via Ms. Magazine)