AXE ADS

AXE -The Cleaner

2012-01-30T13:33:00.000Z

In Argentina, AXE offers you a guy that clean’s up your wild night.
This guy makes sure no evidence is left behind after that very wild night. The campaign is completely video based, and starts with a 3-minute long adventure.
The cool thing is that due to lenght, size and quality of the video’s, it feels like a little movie you’re part of.

The campaign was created by Ponce Buenos Aires, produced by Cine Argentina and directed by Rafael Lopez Saubidet. More elements of the campaign can be found at www.limpialosrastros.com .

Axe Anarchy: Axe's First Graphic Novel

2012-01-04T12:20:00.003Z

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Anarchy is Axe's newest advertising campaign in the United States. They have introduced a graphic novel that is going to be written by the audience and customised their YouTube channel: The Axe Effect.

Anarchy is about two experimental fragrances that are unleashed on the world. It will feature hot chicks with gravity-defying anatomy and a plot created by you, the Axe fan. That's right, you get to pick the Anarchy girls, the location for the action, and suggest plot points and developments for the comic, issue by issue.

AdWeek - Axe Unleashes 'Anarchy' on the Comics World

AXE - Christmas Calendar

2011-12-05T12:08:00.001Z

For the latest AXE campaigns, the "AXE Excite Christmas calendar" users can propose ideas on Facebook. The idea with the most votes will be, 2 days later, intrepreted by Sarah Brandner in a little video.

Sorry From Lynx & Lucy Pinder

2011-11-28T10:52:00.001Z

Unilever has issued an apology over a series of online video ads for its Lynx brand that were banned by the Advertising Standards Authority (ASA) earlier this week.

So now Lucy is appearing in a new film saying ‘sorry’ as she ruefully chucks away all the props, including skimpy costumes, used in the films.

The video comes from veteran direct marketing agency Tullo Marshall Warren, now part of Don Elgie’s Creston marcoms group.

A comment posted with the video, reads: “This week we got a fair few complaints about our online Lucy Pinder stuff, and had to pull the lot down. We wanted to apologise and show that we wouldn’t make the same mistake again. So we gave Lucy a call and asked for our stuff back.”

Lynx ads banned

2011-11-24T11:47:00.001Z

Advertisements for Lynx deodorant featuring glamour model Lucy Pinder have been banned for degrading women and treating them as sex objects.
The lads mag model was seen wearing very little and flashing her cleavage in a series of provocative video ads that hark back to the 1970s.
The deodorant is made by multi-national manufacturer, Unilever, which is in the dock for sanctioning the images and demeaning women.

The Advertising Standards Authority accuses the company of going too far. One internet video ad featured Miss Pinder in her underwear and bending over an oven door. The text stated: “Can she make you lose control?”.
A poster for the product carried two controversial strap lines - “The Cleaner You Are The Dirtier You Get” and “Get Dirty This Summer”.

Unilever said the ads “were designed to be playful, sexy and humorous but not to cause offence”

Axe - Girl vs. Zombie

2011-10-26T08:07:00.003+01:00

Here is a favorite Halloween thriller from your friends at AXE. Even the walking dead come out smelling great with the AXE Effect in play. You gore and horror buffs, see if you can catch all the references. It’s adequately executed, although the zombie could look better. It also extends the brand promise to ludicrous new heights—that literally anyone can get some action if they wear Axe.

For more information on the AXE Effect or AXE bodysprays, visit http://www.theaxeeffect.com/ or on Facebook at http://www.facebook.com/axe

Axe - My Angel Girlfriend

2011-10-14T09:16:00.001+01:00

In a sequel to Axe Excite's Angels campaign (the first time the Axe/Lynx brand has rolled out a global sequel) BBH London goes one step further and imagines what would happen if guys really did get to date angels. It's not all heavenly choirs; watch out for feathers in sandwiches, combustible haloes and more for the angel's long-suffering boyfriend. She's a real devil in disguise.

The spot, which was shot in Prague, was directed by Frank Todaro through Moxie Pictures.

Axe - Auto Romeo

2011-10-05T13:08:00.001+01:00

AXE just launched a new mobile app. Solves a simple problem of the typical AXE Man – handling multiple girls at any single time. The concept is, while you’re on a date with one, the app helps you flirt with the other girls by just feeding in a few points in advance. App can be downloaded for iPhone & Android by clicking here. Watch the video below to get an idea.

Lynx - Rugby Rules

2011-09-30T14:09:00.001+01:00

LYNX - Rules to Rugby from Soap Creative on Vimeo.

Done by Soap Creative, Sydney, Australia

Lynx - News girl

2011-09-29T19:58:00.000+01:00

Start the video, click the progress bar, and then press the 5,7,3, and 8 keys, in that order. The effect is called "shortcut scrubbing." You're in for a nsfw-ish surprise.

The responsible agency, Razorfish, says it's the first time it's ever been used in an ad. So, congratulate them.

Axe - Play, Boy!

2011-09-06T10:09:00.004+01:00

Brief: And and Vh1 Ticket to Ride is having a competition where they will be sending two lucky boys on an all-expense paid trip to attend the Halloween Party in the PlayBoy Mansion

Insight: The first thing you do when you get your hands on a Playboy is to head straight to the center spread.

Idea: Get to the centre spread in the fastest time and you and a friend could be on your way to the Playboy Mansion

Advertising Agency: 22feet, India
Creative Director: Vinod Moolacherry
Art Directors: Deepu Sasikumar, Seema Parab
Copywriter: Brijesh Jacob

Lynx - World Record

2011-08-26T09:03:00.003+01:00

Remember the sexy commercial once made for Axe (Lynx) in 2006 where thousands of women were running to get hand of a guy spraying himself with the deodorant? Well now Axe spoofed their own commercial with a world record. On the beach of Bournemouth, 152 gorgeous women ran to a giant shower where a guy was washing himself with, yes Axe, and took a joint shower.. The record will appear in The Guinness Book of world record.

Axe 2012 - Apocalistrip

2011-07-26T13:46:00.001+01:00

According to Mayan Prophecies, the end of the world will occur in 2012.
And there are two ways it may find you: WITHOUT HOPE OR WITHOUT CLOTHES ON. That´s why we have developed and Online Interactive Film & Game for our customers to fullfill their fantasies before THE APOCALYPSE: Presented by our host, Charles Barwin, an anthropologist with Mayan Research background (note: Antro (anthropologist) in Mexico means "Bar" or "Nightclub") customers can pick a hot fantasy and live it 1st person thru a CUSTOMIZED VIDEO (previously entering their name)
This allows them to be the main star of the fantasy and with his name in the scenes, with the possibility to share it ON ALL OF THEIR PROFILES in social networks like Facebook and Twitter.
So enter your name choose from the list of the 2012 HAPPY END of THE WORLD FANTASIES and enjoy:

The Fantasies:
MARRIAGE WITH SWEDISH TWINS AT LAS VEGAS. Elvis will marry you and a couple of Stockholm born twin blondes.
MUD WRESTLING REFEREE. Be the one to decide who is the winner in this female mud fight
TWO FLIGHT ATTENDANTS IN THE BATHROOM- A 10,000 meters altitude Airline style threesome
SEDUCE A POLICE WOMAN. What would you do to avoid paying that red light ticket?
ONE NIGHT AS A ROCKSTAR. That means one night signing autographs on your very one groupies
SUPERMODEL´S PERSONAL TRAINER. She doesn´t really needs the gym. But who cares.

RESULTS- 23.512 downloads in the first 15 days. So this is howwe turned APOCALYPSE into an APOCALIPSTRIP. AXE 2012, Special Edition. HAPPY END OF THE WORLD

Advertiser/Client: UNILEVER
Product/Service: AXE FRAGRANCE
Advertising Agency: CIRCUS Mexico City, MEXICO

Axe - Larissa Riquelme

2011-07-20T09:39:00.001+01:00

The principal challenge was to stand out during the World Cup 2010 Season with a very low budget. The objective was to create free press by highlighting the brand and making it possible to reach everybody’s attention. Our strategy was to fuse both things men love the most: Soccer and Women. So we created the “sexiest billboard” to appeal to men. We got amazing results, as we were able to get everybody's attention on our brand, generating millions and millions of dollars in free press.

Advertising Agency: Biedermann McCann, Asunción, Paraguay

Executive Creative Director: Federico Perie

Creative Directors: Oscar Vera, Marcos Valdez, Ale Rebull

Art Director: Ale Rebull

Copywriter: Oscar Vera

Axe - Hot Jobs

2011-07-14T14:25:00.003+01:00

A new campaign, titled Axe Hot Jobs, comes from Germany. As always, cheeky, in your face, full of sexual innuendos. For more, check out http://www.axe.de/hot-jobs/index_de.php (in German).

Axe - The Mansion

2011-07-06T10:46:00.000+01:00

The AXE Mansion is a portal created to showcase interesting content across the range of AXE pillars, including girls, cars, tech, fashion, music, lifestyle, sports and events.

Advertising Agency: Gorilla Creative Media, Durban, South Africa
Creative Director: Jordan Wallace
Additional credits: First View Media

Axe Styling - Spearfishing

2011-07-04T09:49:00.001+01:00

See a guy go from dangerously spiky to dangerously irresistible thanks to AXE Styling.

Axe Shower Gel - Beach

2011-07-04T09:45:00.002+01:00

Man takes shower on the beach, turns out he puppeteers all the women around with his moves.

Credits:

Advertising Agency: BBH, London, UK

Executive Creative Director: Nick Gill

Creative Director: Dominic Goldman

Creatives: Andy Clough, Richard McGrann

Director: Johan Renck

Producer: Ruben Mercadal

Lynx Dry - Full Control 48h

2011-06-27T12:40:00.003+01:00

Model and dating guru Lucy Pinder has been announced as the new face of Lynx Dry: Full Control 48-hour anti-perspirant. Following in the footsteps of Abbey Clancy, Kelly Brook and Keeley Hazell, Lucy will star in two new digital games created to see if guys can control their Premature Perspiration (and Lucy!).

Lucy Pinder says, “It’s so exciting to be the new Lynx Girl, especially on a project like this. You can meet the best looking and funniest man but if he starts getting sweaty it is a big turn off. I can’t wait to see if guys will be able to control me...”

The first of the two games, Pindering, allows men to literally take control of Lucy in a huge array of ‘situations’, leaving imaginations to run wild www.lynxeffect.com/uk/lucy-pinder/pindering/. By typing in action words, such as ‘Spilling’, Lucy will obey and carry out the command in her own, very sexy way. Guys just have to make sure they control their Premature Perspiration as well.

Keyboards across the country are set to break as the second of the two games tests your stamina by pressing the ‘Ctrl’ and ‘X’ buttons continuously www.lynxeffect.com/uk/lucy-pinder/ctrl-x/. The longer you can ’control’ the keys, the more Lucy reveals. If you break down and ‘Prematurely Perspire’, Lucy waves goodbye and you are left alone contemplating how things may have been different.

The games launches on June 20th. Visit www.lynxeffect.com or www.lynxeffect.com/uk/lucy-pinder to find out what Lucy will do for you.

Axe: Noah’s Ark

2011-06-17T11:28:00.002+01:00

Axe used Noah’s Ark as an inspiration for the new commercial 2012 in Mexico.
Creative as always!

Lynx - "Use Religiously"

2011-06-15T09:14:00.000+01:00

The ad above for Lynx was recognised at this year's Chip Shop Awards.
It's an absolute cracker.
And would never ever see the light of day if presented to a client.

Brand: LYNX
Company: Rockfield Media
Credited Individuals:
Stephen Billington(Rockfield Media),
Richard Shawcross Shawcross(Rockfield Media)

About the Chip Shop Awards

The Chip Shop Awards is about fostering and recognising creativity with no boundaries and no rules. It's an international creative awards, open to anyone with great ideas.

One of the best ways to establish creative reputation is to win awards. But for those starting out in the business, meeting the rules of the 'normal' awards schemes can be difficult - you need to meet criteria such as minimum media spend, dates that work ran, proof that your client approved it.

The Chip Shop Awards is there to recognise that the best ideas don't always fall within the rules. This is a worldwide advertising and design competition that has no rules.

Axe SprayAway Widget

2011-05-26T09:48:00.000+01:00

AXE SPRAYAWAY is a browser widget designed to let you get rid of any articles, comments or images online that stink.*
*works best with html based pages

Simply drag the AXE can to your browser toolbar click on when you see something you don't like and a small AXE can will appear.
USE THIS TO SPRAY AWAY THE OFFENDING ARTICLE, COMMENT OR IMAGE.

Go to http://www.axesprayaway.com and try it!

Nice work from:

Agency: BBH Asia Pacific
Executive Creative Director: Steve Elrick
Creative team: Paul Downs & David Thackray
Programmer: Noel Chan
Producer: Amy Wong

Axe Multiple Girlfriend Facebook App

2011-05-20T12:12:00.001+01:00

Great trick from Axe to allow you to have more than 1 girlfriend on Facebook.
You gotta hand it to AXE – they live, eat and breathe their consumer. You know the AXE consumer, right? They are young, hormone crazy males spending the majority of their day thinking about the ladies.

They just launched another great one – the multiple girlfriends app, which generates a fake relationship-status update, which adds multiple women to the user’s status.
By Ogilvy Tunisia, which won gold at the Dubai Lynx Awards for the campaign recently. Video case study bellow.

via Adverblog

The Lynx Stream Mobile

2011-05-06T10:31:00.000+01:00

Lynx, the Unilever-owned deodorant brand, has launched a new mobile app that allows a group of men on a night out to create a "real-time" record of their evening.

The Lynx Stream app, developed in the US by digital agency Razorfish, is available for free from the iTunes Store and Android Market from today (6 May).

Lynx Stream encourages consumers to download the app at the beginning of a night out and create an exclusive hub that friends can use to streamline their social media activity together, in one place.

The app collects the videos, pictures, texts, tweets and status updates from each member of the group’s phones, creating a record of the evening in real time.

The night’s events are recorded on a dedicated site, www.thelynxeffect.com/lynxstream, which can be watched again and shared with friends the next day.

Josh Dean, senior global brand manager, Lynx, Unilever UK and Ireland, says that the app was designed as a piece of communication, to "get guys talking about Lynx, build brand equity and have a halo effect across the whole brand portfolio".

The app would be pushed out to consumers in three weeks’ time, using existing owned media assets such as the Lynx Facebook page, Youtube channel and the Lynx Effects website.
The app is also designed to act as a media channel for future brand and product campaigns.

via

Axe - Sweet Smell Not Sweaty

2011-04-20T13:16:00.000+01:00

"Sweet Smell Not Sweaty" is an integrated campaign that combines film, print, web and even a game of Facebook , called Sweet Moves. The commercial is the center of the campaign, called "Jumpman" showing a basketball player heading to give a buried, when faced with a nice surprise.

Creation of BBH Asia Pacific, produced by Lime Production and direction of Luis Gerard. The forms were photographed by Matt Hoyle, and the game was produced by Active, Singapore.

Axe - Jumpman

2011-04-19T12:46:00.000+01:00

Agency: BBH

Creative Director: Steve Elrick

Creative team: Paul Downs and Dave Thackray

Agency TV Producer: Daphne Ng

Business Director: David Webster

Account Manager: Emah Zaini

Account Executive: Alexandra Moore

Production:

Director: Luis Gerard

Production House: Lime Production

Post Production: Finito Films

Music composition: A-Bomb Music

Sound Design / Full Mix: The Gunnery

2011-03-15T14:21:00.000Z

At first this felt like another flash mob build up, but it’s anything but. Lynx have just rolled out an interesting experiential campaign featuring the Lynx Excite Angels, this time with an Augmented Reality twist that sees people interacting directly with the angels via a digital video billboard.

As passers by walk onto the Lynx “Markers” the Excite Angels literally fall to earth in the digital billboard, and then interact with whom ever is standing on the marker. And while this is essentially a gimmicky play, it does generate the brand interaction and connection they are after quite well.

This a great piece of on street interactive work that backs up the Tv and print campaign for Lynx.
I really do love this stuff. Innovative. Interesting. Shareable. If you want to be part of the next one … they will next fall for you in Birmingham Bullring 19th & 20th March 2011? Find out more http://www.facebook.com/lynxeffectuk

Axe Googly

2011-03-11T14:09:00.001Z

When the match ends, your game begins.

Create awareness and talkability for Axe’s new limited edition variant – Googly (opportunistically linked to 2011 ICC Cricket World Cup), while being true to the brand tonality.

Advertising Agency: Lowe Mena, Dubai, UAE
Creative Directors: Mark Lewis, Komal Sohal, Marwan Saab
Art Director / Copywriter: Manosh Kumar Talukdar
Group Account Director: Tej Desai
Sr Account Managers: Anita Adaman, Prashob Ravi
Photographer: Mansoor Bhatti / Getty Images, Corbis images, Grapheast, Photolibrary

Lynx Excite - Kelly Brook "Fallen Angel"

2011-02-22T15:54:00.000Z

Lynx managed to get one of the sexiest babes on the planet to look their absolute sexiest, and this time it’s none other than Kelly Brook for their new deodorant scent “Excite".

As you can see by the photos, and even more so in the drool inducing video, Kelly plays a naughty angel that will have you on a one-way ticket straight to hell within seconds of thinking about her. And it’ll be worth it. Enjoy the photos and the video, and make sure to check out Lynx’s website and Facebook page for even more Kelly Brook naughtiness.

Axe iAd - Swipe an Angel

2011-02-09T11:33:00.000Z

Play with the angels from the new Axe Excite spot on this iAd for the brand.

You can swipe, touch and turn the angels, shake the phone to see them shed their feathers, download wallpapers, and download the soundtrack, Sexy Boy, from iTunes.

The ad, created by BBH London, lets users manipulate female angels from the ads, by making them spin around and, when the iPhone is shaken, shed their feathers. The ad is part of a campaign that broke late last month that includes a 93-second video called “Angels Will Fall,” that shows five angels falling from the sky and then tossing aside their halos for a man who uses Axe Excite body spray.

Lynx - Dry Research Facility

2011-02-04T13:12:00.000Z

Lynx Labs are located in an underground bunker surprisingly close to where you’re sitting right now. It’s purpose? To further research the power of the ‘Lynx Effect’ and increase it through research and development.

In short, we work behind the scenes to make sure she ends up in your arms.

In fact, if you’re a man, we estimate that you almost certainly have us to thank for at least one female encounter. You’re welcome.

Our qualified, highly trained staff of scientists and researchers have undergone a series of stringent tests. We are proud to boast the most agile, passionate and hands on team in the field.

We fight daily against the widespread epidemic sweeping across the country... Premature Perspiration

Apparently, you have to "Refer a Friend" to access the content which then personalizes content for your friend... and then the loop goes on. Interesting new campaign from Lynx in Australia.

Axe - Exicte

2011-02-01T11:24:00.000Z

AXE Brazil teamed up with the BBH agency to present a new provocative commercial just in its usual teasing and tongue-in-cheek style. Now, the story is centered on the divine creatures of the universe who come down to earth and turn into mortal ones just because of AXE Excite (and the guy wearing it). The fragrance can make you forget the rules and commitments, because even heaven can’t resist the temptation when smells this alluring scent.

The new advert, entitled ‘The Fall (Angels),’ feature a rooster of international fashion models, such as Magda Klebanska (Poland), Adewole Betty and Frances Phillips (Britain), Sara Sampson and Josipa Jankovic (Portugal), Ivanovic Josipa and Iva Grdic (Croatia). They are angels, which come down from the skies when the leading character (Domenico Clores) sprays the new Axe all over his chest. They get together and come up to the handsome guy when he is about to ride away on his motorbike, take their nimbus and crash them to prove that they can break with their past just to be with him. Naturally, the man is greatly astonished by the effect (since the packaging hasn’t warned of this ‘danger’).

The spot was developed by a production team of 40 members, and the city of Split, Croatia, was selected as the place of the ‘Fall.’ Rupert Sanders was directing the commercial, and Cedric Nicolas (Pirates of the Caribbean, The Ring) was supervising the special effects.

2011-01-24T13:46:00.001Z

The new Portuguese AXE website has 1,75m, brown eyes and 90 of bust.

It's an actual size girl.

Have fun.

Advertising Agency: FullSIX, Portugal

Creative Director: Rui Vieira

Copywriter: Miguel Durão

Designer: Victor Afonso

Fullsix production: André Bernardes, Bruno Sousa, Diogo Carvalho, João Abreu, Teresa Dias

Photographer: Marianna Yakobson

Axe - Taxi

2011-01-24T13:43:00.001Z

The AXE effect.

Spray more, get more

Advertising Agency: Mccann Erickson, Tel Aviv, Israel

Executive Creative Director: Eldad Weinberger

Creative Director: Tal Moravkin

Art Director: Kfir Reuveni

Copywriter: Daniel Zaks

Lynx - "Keep Up Harry"

2011-01-20T10:07:00.000Z

....since your brother is already engaged

Lynx Excite launch on iAd

2010-12-16T14:26:00.000Z

The campaign for Unilever’s new Lynx Excite range will launch on Apple’s iAd mobile advertising network, as part of the brand’s strategy to find innovative ways to engage with its audience.

The iAd campaign, created by BBH, launches next week and will be followed by print, TV, digital, gaming and out-of-home advertising and PR, as part of an £8.3m marketing spend.

Activity for Lynx Excite builds on the previous Lynx ad theme. Called Falling Angels, it claims the products’ fragrance is “so tempting it will make female angels fall from the sky for it”.

Unilever says it aims to reach iPhone and iPod Touch users with an “immersive iAd experience”. Users can watch the advert, download wallpapers of the Lynx angels and purchase and download the theme tune Sexy Boys from iTunes, all from within their app.

Lynx brand manager Selina Sykes says: “Lynx is always looking for new opportunities to engage with its audience in an innovative and creative way. As the digital age is upon us, iAd is the best platform for us to launch this new variant Excite to reach our target market.”

Unilever’s Dove for Men brand was the first consumer goods product to advertise on the iAd platform.

At the time, Unilever CMO Keith Weed said: “Unilever has always been an innovator in advertising. We are now leading marketing into the digital age where the key will be to unlock the potential of mobile.”

Axe mocks Old Spice

2010-11-16T10:30:00.002Z

For those of you who don’t understand it, have a look at this 30-second commercial made for Old Spice. It was an instant hit.

Axe - Cleans Your Balls Press Conference

2010-11-16T10:28:00.001Z

The latest from "Axe Cleans Your Balls" campaign

Axe Ex-Friend

2010-10-05T15:03:00.001+01:00

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

2010-10-04T19:44:00.001+01:00

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

Axe: Women's Day

2010-09-19T12:08:00.002+01:00

Happy Women's Day guys! Liberation! The Axe Effect.

Agency: Lowe Bull, Johannesburg, South Africa

Axe Concerts

2010-08-19T09:47:00.000+01:00

Now, to promote a new fragrance, Axe Music, which will be available in a body spray, shower gel and shampoo, the brand is staging four mystery concerts in major cities, with the artists and sites announced only shortly beforehand. The first show, featuring the rapper T. I. and unannounced guests who included Mary J. Blige, took place on Monday at Capitale in Manhattan.

The brand trickled out the information in the days leading up to the show on its Web site, TheAxeEffect.com, as well as on its Facebook page and through Twitter messages, where followers entered drawings to attend and were encouraged to bring a date. T.I., who has about 4.2 million fans on Facebook, also announced details of the concert shortly before the show on Facebook and on his Web site, Trapmuzik.com.

via the New York Times

Axe - Full Control

2010-07-23T14:20:00.004+01:00

As if there are not enough problems men have to deal with, AXE has now come up with a new torment: the Premature Sweating.

Treating the 'disease' as a play on the familiar premature ejaculation, the spot shows the sad life of a guy who carries this problem. But as expected, AXE has the solution. The goal is to promote the new version Axe Full Control.

AGENCY: PONCE

CREATIVE DIRECTOR: HERNAN PONCE

ART DIRECTOR: JUAN MANUEL MONTE

PRODUCTION: PRIMO

DIRECTORS: NICO & MARTIN

"Premature sweating" is a campaign that also as a site devoted to and, it seems, will also be launched in Brazil.
Here are the spots from the campaign:

Axe - Reveille toi!

2010-06-13T21:51:00.002+01:00

Here is an opportunistic campaign for Axe in France. A fine targeted idea, although there are women who love football and watch the World Cup.

Lynx - Celebration

2010-06-13T09:25:00.002+01:00

As everyone on the planet knows, this summer the 2010 World Cup Finals are taking place in South Africa. Axe/Lynx wanted to continue its tradition of providing an Axe/Lynx point of view on major cultural events relevant to Axe/Lynx guys. This summer Lynx/Axe produced a series of patriotic posters for some of the competing nations in this summer’s World Cup finals. The posters were produced for a number of countries, aiming to latch onto and evoke the nations pride during the finals. The posters capture an infamous celebration known throughout the football community, one that crosses cultures and can be understood whatever the language. Hopefully, if guys use Axe/Lynx during the tournament, it will be the girls that will be celebrating.

Advertising Agency: BBH, UK

Creative Director: Dominic Goldman

Art Director: Dean Woodhouse

Copywriter: Hugo Bierschenk

Design & Retouching: Gary Mead, Alex Murray

Planner: Tim Jones

Engagement Planner: Ben Shaw

Axe - Tien-toi pret!

2010-06-03T11:32:00.002+01:00

Axe is about to launch its digital activation in France, and will release this video this thursday.

Axe Rise Up is a shower gel, whose promise is to wake you up, so that you don't miss any opportunity - in the Axe semantics that means don't miss the girl.

The video is a brilliant and playfull illustration of it.

The kind of video one might want to watch twice, with sharing potential.

Made by Buzzman.

Text translation :

- Look closely at this guy

- He didn't notice the 10 beautiful girls around him.

Apparently neither did you.

- Wake up and get ready.

Lynx Dry

2010-06-02T13:25:00.003+01:00

A new Unilever campaign for anti-perspirant deodorant Lynx Dry which tells viewers that “girls look hot wet” was launched.

The creative, conceived by Unilever and Generator Unlimited is being supported by an interactive website.

Created by Soap Creative, the website’s main section features an image of a sweaty man. The user can move an icon of a Lynx Dry can over his underarms to eliminate the perspiration.

While this is happening, on the other side of the screen a woman is shown clothed and dry. Water is then splashed over her and she happily poses to show how “hot” she looks when she is wet.

It follows the same theme as the TV ads in which the voice over states: “Girls look hot, wet. Guys don’t”.

Lynx - Rise

2010-05-07T13:37:00.003+01:00

Girls like a man who can remember the little details. But first thing in the morning, that's not always easy. That's why we created new Lynx Rise shower gel. With its mix of Himalayan minerals and lime extract - it's made to wake you up and keep you alert.
That's also why we brought in Lynx mynx Jessica Jane Clement - to show you how NOT to do it. Watch and learn, boys...

Also check the Facebook page where you can share your experiences from the dating front-line

Axe Play - Sofaurus

2010-05-07T13:32:00.001+01:00

Advertising Agency: Ponce, Buenos Aires, Argentina
Creative Director: Ricardo Armentano; Joaquin Cubria; Analia Rios
Creative: Juan Pablo Lufrano; Norberto Vatrano
Director: Armando Bo
Production: Rebolucion
Producer: Mariano Avellaneda; Axel G Linari
Director of Photography: Cristian Cottet
Post Production: Pickle
Editor: Gustavo Macri; Patricio Pena
Music: Animal Music

Axe - Undie Run Challenge

2010-04-29T11:51:00.003+01:00

Getting people to donate clothes, which of course means taking them off first, is a brand relevant charity from Axe. Check out this trailer for the Axe Undie Run Challenge. Students at 10 colleges are squaring off this spring to see who can donate the most clothes. Participants will include loads of thin, gyrating chicks in their underwear along with many fat and nerdy dudes, also in their underwear. Pretty cool!

via

Axe - Showerpooling

2010-04-23T21:01:00.002+01:00

Fantastic concept created by Zig for AXE Canada.

They developed a facebook app that encourages people to showerpool. Check out Facebook/AxeCanada.

As they say, It’s not just environmentally friendly, it’s all kinds of friendly.

Axe Glass

2010-04-17T13:52:00.001+01:00

The agency contracted bars in the main discos in the Uruguayan night life, where beautiful bar-girls served a passion-red drink in a unique AXE GLASS, specially designed for the brand. As the boys drank and the level of liquid descended, they undressed a gorgeous girl. As a result, at the end of the night, the AXE GLASS was the only one that didn't end up on the floor, but in the boy's homes.

Advertising Agency: Lowe Ginkgo, Montevideo, Uruguay

Chief Creative Officer: Gabriel Román

Creative Directors: Fernando De Clemente, Sebastián Mir

Art Directors: Agustín Acosta, Pelayo Soria

Copywriters: Jorge González, Gonzalo López Baliñas, Diego Román, Mateo Vidal

Published: November 2009

Axe - Wake Up And Stay Alert

2010-04-13T13:47:00.006+01:00

Following the concept "Axe Will Fix You Up" recently used in the Axe Dirty Morning Test, the brand is now pushing its line of Shower Gel with some videos which challenges the Internet user into a kind of attention test in the best style of Axe . The idea is to show that a good bath using the product helps you stay awake and smart throughout the day.

The Waitress

The Invite

Circle Of Friends

And a social experiment starring Olivia Munn

Lynx Bullet - Pocket Pulling Power

2010-04-07T20:48:00.003+01:00

Pocket rocket Lauren Budd stopped passers-by in their tracks as she invited guys to embrace on-the-go pulling by appearing on Lynx’s ‘Thrillboard’ in London’s Old Street. Standing in a denim pocket elevated above the famous East London Street, she called for a Pocket Pulling Power revolution. Hot Lynx girl Lauren was encouraging guys to never miss a pulling opportunity.

These sexy shots of Lauren thrilling people on their way to work are part of the nationwide launch of new Lynx Bullet – the UK’s first pocket sized grooming essential designed for 24/7 pulling.

The Lynx ‘Thrillboard’ is a first for the brand and Lauren was delighted to be posing in a pocket to launch this portable grooming essential.

To see more of Lauren and scenes from the Lynx Thrillboard go to www.lynxeffect.com

Media Agency: Mindshare

Axe - Dirty Morning Test II

2010-04-03T14:59:00.003+01:00

As previously posted, the new Axe campaign, Dirty Morning Test, was launched exactly one year after they did The Fixers.

Here are the commercials from the campaign.

Agency: Mekanism

Axe - Dirty Morning Test

2010-04-01T09:14:00.002+01:00

AXE launched a new website Dirty morning test, where one can pull pranks to his friends - tricking them into thinking they are measuring their "dirty"quotient. Their video is taken and remixed into a newscast.

Axe - Hair Action Challenge

2010-03-17T14:49:00.005Z

In a series of videos posted on Facebook, Pro QB Matthew Stafford is challenging guys and girls to take the Hair Action Challenge for a chance to win great prizes from AXE.

What is Hair Action? Hair Action is when a girl can’t resist getting into a guy’s hair after he’s used AXE Hair shampoos and styling products. It’s the fooling around that leads to something more – girls like giving it, guys like receiving it.

Check out Matthew's hair action http://goo.gl/Nzg1

Axe - Get Some Hair Action

2010-03-16T15:21:00.002Z

Axe invests more and more in their hair care lines. Here are some new commercials for Axe Shampoo, filled with male oriented sexual innuendos, acted out by women. Pretty smart.

Where other brands will ensure to stop dandruff or give your hair freshness or brightness, Axe, true to itself guarantees....women.

Axe - Year Book Photo

2010-02-08T20:03:00.001Z

Advertising Agency: Mccann Erickson, Tel Aviv, Israel
VP Creative: Tal Raviv
Creative Directors: Sigal Abudi, Nir Levi
Art Director: Guy Laufer
Producers: Guy Laufer, Maya Kushnir
Graphic Designer: Eli Azarzar
Photography: Photo Azi

Lynx 'Get in There' Mobile App

2010-01-26T11:02:00.002Z

Lynx has launched three new mobile apps to help young men break the ice with women as part of its 'Get in There' campaign.

The campaign for the Unilever-owned deodorant, created by Bartle Bogle Hegarty, offers men digital aids to help them "get in there" in real life with icebreakers designed to make women look, laugh and respond.

The 'Say Cheese' app allows men to play a trick on women by asking them to take a photograph. When a woman uses the man's phone to take his picture a pre-selected photo appears on the screen instead.

A 'Spin the Bottle' app allows men to take the risk out of the kissing game Spin the Bottle by using the key pad to choose the most attractive woman in the group.

Lastly, the 'Perfect Man' app includes a multiple choice quiz which allows women to find their ideal man. Men take a photograph of themselves which is revealed after the woman answers the questions. Each of the three apps includes an instruction video.

The first 'Get in There' apps - the Lynx FX and Fit Girl Finder - won a number of awards and were born out of an engagement strategy focused on social effects rather than simply being designed for personal entertainment.

Last week, Keeley Hazell, Page 3 model and aspiring actress, starred in a 15-minute online game to promote the new Lynx Twist.

The footage, called 'Keeping Keeley', stars Hazell alongside Blake Harrison from Channel 4's 'The Inbetweeners' and Mike Fielding from BBC comedy 'The Mighty Boosh'.

Brand Republic

Lynx Twist - Keeping Keeley

2010-01-19T10:52:00.001Z

Girls get bored easily so it's a must to keep them interested which is why Lynx has developed the innovative new fragrance Twist - the fragrance that changes.

To celebrate the launch of new Lynx Twist, the fragrance that changes, Lynx has taken its first foray into film production with the sexy comedy Keeping Keeley. This interactive film differs from other online offerings by allowing viewers to control the fate of the protagonist.

The film launched on Facebook on the 18th January. Guys can watch the film at http://www.facebook.com/lynxeffectuk or on X-Box Live, to see if they have what it takes to keep Keeley interested.

Axe Detailer - Cleans Your Balls

2010-01-11T20:47:00.002Z

Lynx Twist - Robot

2010-01-10T13:32:00.001Z

A young man is assisted by two industrial robots to continually change his appearance and style as he charms a young woman out of a bar and back to her place. The narrator advises that women get bored easily, and introduces new Lynx Twist as a fragrance that changes.

Agency: BBH

Production: The Mill

Lynx Lounge - After Hours

2010-01-07T10:21:00.001Z

Lynx campaigns always had beautiful and sexy women, and that really calls the attention of male viewers. Thinking of giving some "rest" for these cats, the brand decided to introduce the consumer with a series of videos called "After Hours", ie, what these women usually do after work hours. The videos deal with environments inside Lynx Lounge such as gym, game room, bedroom, bathroom, among others, where these wonders of nature tend to relax after a stressful day at work.

Lynx Lounge - Attack of the 50 ft Lynx Mynx

2010-01-07T10:14:00.002Z

We've already showed the video where Mynx simply uses her body as a paintbrush to make a painting, now it is time of the second fans' desire to become reality: a Mynx more than 50 feet tall, in bikini, attacking the city.

Lynx Lounge

2009-12-08T13:28:00.004Z

The Lynx deodorant,has always been known for his irreverence and the use of sexy women in their campaigns. The most recent brings the Mynx, a delight of a woman which promises to do whatever fans desire.

That's right, through the website Lynx Lounge or Facebook, the consumer registers and has the chance to get know this cat, and tell her what to do. The best ideas will be transformed into videos. Below you can check the first one, where Mynx simply uses her body as a paintbrush to make a painting. All in the name of art, of course.

Lynx Bullet - Christmas

2009-11-28T14:43:00.002Z

Agency: BBH London

Lest We Forget

2009-11-17T20:32:00.001Z

Man sues over lack of 'Lynx effect'
A luckless Indian romeo is suing Lynx after he failed to land a single girlfriend during seven years of using their products.

Axe Seco Sensitive - Wings of Glory

2009-11-11T12:21:00.003Z

"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

2009-11-03T12:46:00.000Z

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

2009-11-02T12:33:00.003Z

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

2009-09-27T12:03:00.003+01:00

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

2009-09-26T20:55:00.003+01:00

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

2009-09-21T21:10:00.003+01:00

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

2009-09-15T21:16:00.001+01:00

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

Agency: VEGAOLMOSPONCE

Axe - Musicstar

2009-09-09T09:26:00.000+01:00

I believe its made by VegaOlmosPonce

Axe - Muchas Maracas

2009-09-07T11:42:00.002+01:00

BBH has launched a new global campaign for Axe / Lynx featuring a man with impressive maracas.

The campaign highlights how the new scent 'fever' can get guys in the Latin party vibe.

More here and here

Axe Shower Gel

2009-09-07T11:29:00.001+01:00

If you use a woman's soap, you'll smell like one.

Advertising Agency: Lowe/SSP3, Bogotá, Colombia
Creative Directors: Margarita Olivar, Juan Carlos González
Art Director: Margarita Olivar
Copywriter: Juan Carlos González
Illustrator: Germán Olaya
Other additional credits: Juanita Delgado, Natalia Franco

Axe Instinct - Leather Cover

2009-09-07T11:25:00.002+01:00

Advertising Agency: Lowe/SSP3, Bogotá, Colombia
Creative Directors: Margarita Olivar, Juan Carlos González
Art Director: Margarita Olivar
Copywriters: Juan Carlos González, Carlos Camacho
Photographer: Esteban Sostnisky
Other additional credits: Juanita Delgado, Natalia Franco

Axe Battles

2009-09-07T11:22:00.001+01:00

Advertising Agency: Lowe Ativism, Lisbon, Portugal
Creative Directors: Susana Albuquerque, Joao Coutinho
Art Director / Illustrator: Ana Magalhaes
Copywriter: Ana Simoes
Photographer: Goncalo Gaioso, Compact Studio

Axe - Periodic Table

2009-09-07T11:19:00.002+01:00

Advertising Agency: Lowe/SSP3-Bogotá, Colombia
Executive Creative Director: Jose Miguel Sokoloff
Creative Directors: Margarita Olivar, Juan Carlos González
Art Director: Margarita Olivar
Copywriter: Juan Carlos González
Photographer: Esteban Sosnitsky, Zumo
Agency Producer: Sonia Llanos
Other Additional Credits: Juanita Delgado, Natalia Franco

Axe in the Dark

2009-09-07T11:09:00.002+01:00

In Japan Axe is back with a new weird but cool campaign. Axe in the Dark is an amusing advergame inspired to horror movies full of monsters and with one hero who will (or could) rescue the girl. Everything takes place in a dark cinema hall: the player moves around with the keyboard, trying to avoid to meet the monster and, at the same time, looking for or, better, smelling for the hero who will save her. Make sure to use the hearphones to play.

Axe Wake-up Service - BBH Singapore

2009-08-13T12:27:00.003+01:00

The Account Planning Group is publishing full versions of shortlisted award entries. BBH Singapore tells us more about the strategy behind the Axe wake-up service, a way to engage with Japanese consumers and make Axe part of their daily routine:

We created the Axe Wake-Up Service: a morning wake-up call from a sexy Axe Angel.

The centrepiece of this campaign was a leading edge mobile alarm application which gave guys a 3-week branded alarm experience. All communications in this campaign intended to establish the concept of a sexy wake-up service from Axe and drive guys to sign up and experience it on their mobile phone.

Axe Wake-up Service

Axe Instinct - Unleash the Power of Leather

2009-07-14T13:10:00.000+01:00

Axe - Chocoman Hunter

2009-07-14T13:08:00.001+01:00

Participants hunt for chocolate-flavored “Chocoman”, the CM character of AXE Darktemptaion, using their cell phones and compete with each other over the number of points accumulated to win the prize money.

The mobile website recorded about 3 million PV, and about 1 million AXE products were sold during this term.

More about the campaign here

Lynx- Unleash The Man Leather

2009-07-14T12:51:00.002+01:00

Unleashing The Roar

Client: Unilever
Agency: BBH, London
Creative Director: Rosie Arnold,
Johan Tesch
Art Director: Adam Thompson
Copywriter: Dan Glover-James
Agency Producer: Georgina Kent
Production Company: Passion Productions
Director: Mike Mort
Music Artist: Cody Chestnut
Song: Look Good in Leather

Axe “Conversation” Effect

2009-07-14T12:39:00.003+01:00

Good one by Axe, on this branded entertainment experience, interviewing over 100 girls about the Axe Effect products. Listening to consumer is great when it isn’t merely a buzzword on your Powerpoint. And it shows how Axe is starting to position itself beyond their core teenager target.

Axe Detailer

2009-06-27T21:11:00.001+01:00

A shower tool for men. Available in packs of 4 on Amazon.

Axe Lounge - first branded nightclub

2009-06-17T11:37:00.004+01:00

For the summer of 2009, Dune (a big club on Southampton’s main party strip, North Sea Road) has teamed with Unilever, owner of AXE, to bring you Southampton’s first branded nightclub venture; now, the former will be known as AXE Lounge at Dune.

Axe will pay Dune for the space, but not the promotion. AXE will not share any revenue from the club, either. The team effort is modeled after a typical brand sponsorship, but for an entire season, rather than one night. AXE Lounge will feature a sponsored DJ booth with guest appearances, branded menus and valet tickets, AXE themed drinks and products in the men’s and women’s bathrooms.

AXE - Hair Crisis Relief

2009-06-17T11:28:00.002+01:00

Ever wanted a room full of women focused on critiquing your personal appearance?

to the new Axe 100 Girls site, which supposedly shows if your hair is "girl-approved." The faux Web cam is part of the Axe Hair Crisis Relief campaign, which recently hurled a pig and a bucket of water at an unfortunate young man.

Lynx - Get in there

2009-06-05T13:04:00.002+01:00

50% of people online in Europe have asked someone on a date using email, 20% of guys between 16-24 met their girlfriend online. Guys are spending more and more time playing the seduction game online. This posed a threat to the brand promise. We needed to encourage guys to get back out there chasing girls in the real world, by equipping them with the right knowledge and tools. Using the mobile phone is the best way to do this. Guys have it on them all the time and it's with them when they're out chasing girls. Their challenge was to encourage boys who flirt online to get out there talking to real girls, where the Lynx product can play a role. A series of 6 mobile applications were created, the first 2 are sonic tools aimed at a girl's laughter spot: Lynx FX - a smorgasbord of witty sound effects to your night out. Fit Girl Finder - sat-nav for your love life. A honey radar & heart beat monitor rolled into one. The Lynx Get In There UK campaign officially launched in February of 2007. There have been an impressive 40,000+ downloads of the mobile content from lynxeffect.com and through viral spread. Silver Media Lions Winner, 2008.

Agency: BBH London, United Kingdom.

Axe Anthem

2009-06-05T12:45:00.001+01:00

Production Company: Mekanism (Tommy Means)

Axe - Calendar

2009-05-19T15:10:00.002+01:00

As wrapping the female students' dormitory in the shape of calendar and using Axe for a month throughout March, They aimed for the expression that a new female can be met on a daily basis, to promote the brand image and preference for Axe.

Agency: When Gee Seoul, South Korea.

via

Axe - Body Language

2009-05-17T20:10:00.002+01:00

Bronze at Clio 2009

Advertising Agency: ponce buenos aires, Buenos Aires
Sound Design Company:No problem, Buenos Aires
Executive Creative Director:Hernán Ponce/Walter Aregger/Hernán Ibarra
Art Director:Juan Manuel Montero
Director:Luciano Podcaminsky
Editor:Eliane Katz
Production Company:Rebolución, Buenos Aires
Music Company:Animal Music, Buenos Aires
Agency Producer:Roberto Carsillo/Selva Dinelli
Account Executive:Nestor Ferreyro/Francisco Odriozola
Copywriter:Rafael Santamarina
Executive Producer:Patricio Alvarez Casado
Other:Vanina Rudaeff (Client Services Director)

Axe - Day and Night

2009-05-17T20:01:00.006+01:00

Silver at Clio 2009

Advertising Agency: Ponce, Buenos Aires

Executive Creative Director: Hernan Ponce, Walter Aregger, Hernan Ibarra

Creative Director: Ricardo Armentano, Analia Rios

Art Director: Pedro Losada

Production Manager: Roberto Carsillo

Account Executive: Nestor Ferreyro, Francisco Odriozola

Copywriter: Antonio De Federico

Photographer: Martin Sigal

Other: Client Services Director: Vanina Rudaeff

Axe Dry Sharp Focus: Paranoid Eye

2009-05-12T11:02:00.000+01:00

Product: Axe Dry Sharp Focus
Agency: Vegaolmosponce, Buenos Aires
Creative Director: Joaquin Cubria
Art Director: Roberto Carsillo
Copywriter: Jose Silva
Director: Hernan Ponce

AXE: "1 man vs. 6.000 women"

2009-05-12T10:53:00.002+01:00

How to turn the wellknown Axe effect into a live stunt.

Every year Europe's largest womens running event takes place in Aarhus, Denmark. More than 6.000 women paticipated in the race and an enourmous crowd along the roads was following the event. Immediatly after the race begins, a man in an AXE T-shirt jumps over the fence approximately 100 meters after the starting line. He begins to spray himself with AXE deodorant and start to run along the route, when the 6.000 women gets near him. From the point of view of the spectators along the road, they saw a man - wearing an AXE T-shirt - that was being hunted by over 6.000 woman.

Great stunt!

Agency: Uncle Grey Aarhus, Denmark.

Axe Fixers

2009-05-09T09:03:00.005+01:00

Axe Fixers is one of the best places to go when you lack inspiration on how to prank your friends. If toothpaste on the face and marker pens on the body are a bit demodé, The Fixer Show shows you all the, well, devilishly right ways.

For your viewing pleasure and video instructions, there's also a YouTube channel available:

Axe Dry - Canadairman

2009-04-23T09:48:00.004+01:00

Axe launched Canadairman, a dude who, because he sweats so much, is used as a means to extinguish a raging fire enveloping a residential area.

On the site, the campaign is extended to widgets, mobile, wallpaper and, of course, a Facebook page.

Agency: Buzzman

Axe Dry - Fire Hydrant

2009-04-23T09:40:00.001+01:00